Female consumer behavior at apparel stores

Female consumer behavior for organized apparel retail store
A COMPREHENSIVE PROJECT (SUBJECT CODE: 840001) ON
STUDY OF FEMALE CONSUMER BEHAVIOR FOR ORGANIZED RETAIL APPAREL STORE
SUBMITTED TO: GUJARAT TECHNOLOGICAL UNIVERSITY
(IN PARTIAL FULFILLMENT OF REQUIREMENT OF COMPREHENSIVE PROJECT - 840001)
PREPARED BY
BHAGVAN KARNAVAT (097520592016) DHARA PATEL (097520592038)

DEPARTMENT OF BUSINESS MANAGEMENT, SANKALCHAND PATEL COLLEGE OF ENGINEERING, VISNAGAR (INSTITUTE CODE: 752)
YEAR: 2011
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PREFACE
As a part of our syllabus of MBA program we are assigned for some practical study and for that we have to under go for comprehensive project. We have prepared project report on the STUDY OF FEMALE CONSUMER BEHAVIOR FOR ORGANISED APPAREL RETAIL STORES in partial fulfillment of Comprehensive project.
DHARA PATEL KARNAVAT BHAGVAN
2 DBMSPCE,VISNAGAR
ACKNOWLEDGEMENT
Nothing can be gained or acquired without hard work which leads to success. The success of our survey work is the amalgamation of our hard work and cooperation of respondents, who delivered their precious time without any hesitation.
We thank the almighty, Lord on whom we believe and depend on. Our each and every achievement is nothing but a look of the God on us. We do not have adequate words to convey our emotion rather than feeling of gratitude, for the people who helped us in making our survey report purposeful. We are grateful to GTU for providing us an opportunity to do research work on Female consumer buying behavior for organized apparel retail store.
Lastly, we are also obliged to people for providing us their valuable feedback to the questionnaire used to compile our primary data.
DHARA PATEL KARNAVAT BHAGVAN
3 DBMSPCE,VISNAGAR
EXECUTIVE SUMMARY
According to an industry analyst, consumers perception is very different when it is bought from an organized retail store. Many factors contribute to the success superior logistics management, effective marketing and merchandising being among them but functional and psychological attributes are undoubtedly a significant factor. Retailers must pay attention to the look of their female consumers attributes, to its facilities and to the way in which merchandise is selected and displayed. Functional attributes in a retailing context include price range, location, design availability, credit facility, range of Apparel, type of apparel, availability of latest trends in apparels, offers and discounts, store name, store size, service of the staff, after sales service, loyalty programme, amenities, knowledge of the staff , etc. And psychological attributes like layout,
architecture of the store, symbols, colours, advertising store, sales personnel, display, points of sale material, courteous staff and references. The objective is to study of female consumers perception regarding functional and psychological attributes govern a consumers choice of an Apparel Retail Outlet. We also study reasons behind buying branded apparels. Toward this we first make specific research hypotheses based on the functional and psychological attributes. Next we describe the descriptive design used to test these hypotheses. Then we have used non probability convenience sampling method and the sample size taken is 134 female respondents. This project is about the female consumer behavior for organized apparel store and for this we have used the Questionnaire survey method for the research purpose. Then the results, based on analysis of data collected are presented. Finally, we conclude our objectives based on result of analysis.
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CHAPTER-1 INTRODUCTION TO RETAIL INDUSTRY

1.1 Retail Industry at a Glance
Retailing consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase. Global retail is experiencing an explosive modernization as investment rushes into developing markets. From small proprietors with a mainly local focus, retails ambitions now stretch worldwide, embracing the latest trends in marketing, distribution and supply. Modern retail grew between 25 percent in India and 13 percent in both China and Russia. As the wealthiest markets mature, more retailers are pursuing new growth opportunities. They are eyeing
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Female consumer behavior for organized apparel retail store countries new to modern retailing, smaller cities (as larger cities become saturated), and customer segments hungry for specialty products. Retailers that can identify the most promising markets will become fierce global competitorsable to saturate the obvious markets and gain first-mover advantage in new ones. India is one of the largest and fastest growing economies in the world. Growing in tandem with the economy is the Indian retail sector. Retail is one of Indias largest industries, contributing to about 12 per cent of the gross domestic product (GDP) and providing employment to over 8 per cent of the nations workforce. The share of retail trade in the country's GDP is likely to reach 20 per cent by 2011. India's retail market is currently valued at around US$ 511 billion. India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at a compounded annual growth rate (CAGR) of 10 per cent. Being a democratic country with high growth rates, consumer spending has risen sharply as the young population (more than 33 percent of the country is below the age of 15) has seen a significant increase in its disposable income. Consumer spending rose an impressive 75 per cent in the past four years alone. Also, organized retail, which accounts for almost 5 per cent of the market, is expected to grow at a CAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107 billion by 2013.
The growth and potential of the sector is being widely acknowledged both in the domestic as well as international forums. The Indian retail market has been ranked the second most attractive emerging market for investment after Vietnam in the retail sector by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008. A McKinsey report 'The rise of the Indian Consumer Market', estimates that the Indian consumer market is likely to grow four times by 2025. The economics of Indian consumerism is buoyant, with India ranking as the fourth largest economy in terms of Purchasing Power Parity (PPP), next only to United States, Japan and China. India is expected to outpace Japan by the year 2011 to become worlds third largest economy in terms of PPP. With 54 per cent of the Indians aged below 25, the young Indian consumer is buying big to look good and feel good. The fast and furious pace of growth of the Indian economy is the driving force for Indian consumerism; with the Indian consumers confident about their earnings and are spending a large portion of their high disposable
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Female consumer behavior for organized apparel retail store incomes. Projections by analysts suggest that India has the potential to be labeled the fastest-growing economy and outpace the developed economies by 2050. Analysts predict India to sustain an average GDP growth rate of 5 per cent till the mid of this century, with India projected to outpace the other developed economy markets by 2050. The average annual growth rate from 1994-2004 was pegged at 6.1 per cent, second only to China.
The more recent growth rates of over 9 per cent posted for India, promise a continued robust growth story. Private consumption accounted for more than 60 per cent of Indias GDP in 2007-08, comparable to most of the leading economies around the world. Even though modern (organized) retailing is growing at an aggressive pace in urban India, traditional retailing continues to be the backbone of the Indian retail industry, with traditional retailing contributing to around 95 per cent of total retail revenues. The quintessential mom-and-pop retailing outlets or the cornerstone formats constitute a major part of Indian retail store formats. Over 15 million small and medium retail outlets exist in India, the highest in any country. More than 80 per cent of these are run as small family businesses. Prevalence of traditional retailing is highly pronounced in small towns and cities with primary presence of neighborhood kirana stores, push-cart vendors, meals and mandis. When the retail sector grows, it is inevitable that the wholesale trade grows with it, given the enormous size of unorganized retail in India. Several international players have announced plans to make major investments in Indias wholesale sector, in the cash and carry format - a type of wholesale trading in which retailers and other businesses like caterers and hoteliers purchase their requirements on a self-service basis. These companies are aiming to tap the huge unorganized retail market that can offer huge dividends. The cash and carry wholesale market offers international players both the chance to enter the dynamic Indian retailing market and a way around the country's regulations against foreign retailers opening multi-brand stores in India. By investing in the wholesale market now, international grocery retailers can also secure a foothold in the Indian retailing market prior to its deregulation.
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Female consumer behavior for organized apparel retail store While strict legislation currently prevents foreign retailers from opening multi-brand stores in India, there are no restrictions on foreign direct investment into the wholesale market. International retailers are therefore free to set up cash and carry stores throughout the country, providing them with a golden opportunity to make in-roads into India. When the restrictions on the retail industry are lifted, international retailers will be in a prime position to easily convert their cash and carry stores into highly profitable supermarkets and hypermarket. India is not known as the nation of shopkeepers, yet it has as many as 5 million retail outlets of all shapes and sizes. Some other optimistic estimates place the number at as high as 12 million. Whatever be the number, India can claim to have the highest number of retail outlets per capita in the world. But almost all of these are small outfits occupying an average of 500 sq ft in size, managed by family members, having negligible investment in land and assets, paying little or no tax and known as the kirana dukaan (mom and pop stores in the US or the corner grocery stores in the UK). These outlets offer mainly food items and groceries the staple of retailing in India. Customer contact is personal and one-on-one, often running through generations. There are a limited number of items offered often sold on credit the payment to be collected at the end of the month. The quality of items is standard, with moderate pricing.
There is great hype about the growth and prospects of organized retailing industry in India. It must be noted, however, that organized retailing constitutes barely 2% of the total retailing industry in India, the rest 98% being under the control of the unorganized, informal sector of kirana dukaans. Market research agencies and consultants come up with encouraging forecasts about this segment of the retailing industry. For instance, A.T. Kearneys Global Retail Development Index ranks 30 emerging countries on a 100-point scale. Its 2007 ranking places India at no.1 for the third consecutive year, with 92 points, followed by Russia and China. The size of the organized retailing industry is estimated at US $8 billion and projected to grow at a compound annual growth rate of 40% to US $22 billion by 2010. Overall, the Indian retailing industry is expected to grow from the current US $350 billion to US $427 billion by 2010 and US $635 billion by 2015. The economic environment in the post-liberalization period after 1991, has created several factors that have made this high growth of the organized retailing industry possible.
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Female consumer behavior for organized apparel retail store Indias impressive economic growth of 9% is the prime driver of increasing disposable incomes in the hands of the consumer.
The growing size of the consuming class in India, in tandem with the entry and expansion of the organized sector players in recent years, has set the pace for corporate investment in retail business. Practically, every major Indian business group is looking for opportunities in the growing retailing industry. Among them are the big names in the Indian corporate sector such as the AV Birla Group, Bharti, Godrej, ITC Group, Mahindras, Reliance, Tatas, and the Wadia Group. The international environment presently is replete with examples of the fast paced growth of the retailing industry in many developing countries around the world. In the post-liberalization period, there is more openness and awareness of the international development among Indians.
The ease of travel abroad and the exposure through television and Internet have increased the awareness of the urban Indian consumer to the convenience of modern shopping. The modern retail formats thus have gained acceptance in India. Carrefour, Tesco and Walmart are the international players already operating in India, with several others like Euroset, Supervalue and Starbucks having plans to enter soon. These international companies bring to India the latest developments in the retailing industry and helped to set up a benchmark for the domestic players. The market environment is one of the most significant in terms of the growth and prospects of the retailing industry in India. In terms of geography, the reach of the organized retailing industry has been growing. In addition to the mega cities of Mumbai and Delhi, cities such as Bangalore, Pune, Hyderabad, Kolkata and Chennai are also witnessing a boom in organized retail activity. Retailers are now trying to focus on smaller cities such as Nagpur, Indore, Chandigarh, Lucknow or Cochin. There are interesting possibilities regarding the retail formats. Traditionally, street carts, pavement shops, kirana stores, public distribution systems, kiosks, weekly markets and such other formats unique to India, have been in existence for a long time. At present, most organized retail formats are imitations of those used abroad.
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Female consumer behavior for organized apparel retail store These include hyper and supermarkets, convenience stores, department stores and specialty chains. Among these formats, a notable trend has been the development of integrated retail-cum-entertainment centres and malls as opposed to stand-alone developments. Besides these, there are some attempts at indigenous formats aimed at the rural markets such as those by ITCs Choupal Sagar, DSCLs Hariyali Kisaan Bazar and Godrej Groups Godrej Aadhar. Pricing is an important issue in the retailing industry. Generally, the bulk buying yields lower costs of procurement for the big retailers a part of which they pass on to the customer in the form of lower prices. In food retailing, for instance, there is a clear trend of low prices being the determining factor in purchase decisions by the cost conscious Indian customer.
But, lower prices may not be a major issue with the higher-income groups that may place greater emphasis on the quality of products and retail service, store ambience and convenience of shopping. For the majority of Indian consumer however, price is likely to remain a significantly important issue in the purchase decision. Competition has already accelerated with many Indian business groups having entered or likely to enter this booming industry. The political environment in India is ambiguous in terms of its support to the organized retailing industry.
This is obvious as the unorganized sector employs nearly 8% of the Indian population and is widely spread geographically. The overwhelming presence in terms of 98% of the total retailing industry also is a significant political issue. In a democracy, the politics of numbers makes it imperative for the political class to adopt an ambiguous stand. In some cases, politicians have acted in favour of the unorganized sector by this allowing the setting up of large retail outlets in some states. Overall, however, there is ambiguity as there are several environmental trends in favour of the development of the organized retailing industry. In the regulatory environment, there has been a gradual easing of the restrictions albeit at a slow pace, in view of the ambiguous political stance as indicated above. Interestingly, the retailing industry is still not recognized as an industry in India. Foreign direct investment of upto 100% is not permitted though it is possible for foreign players to enter through the routes of franchise agreements, cash-and-carry wholesale
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Female consumer behavior for organized apparel retail store trading and strategic licensing agreements. Another problem area is the real estate laws at the level of state governments that are yet to be cleared on the issue of allowing large stores. Restructuring of the tax structure for the Retailing Industry is another regulatory issue requiring governmental action. However, tariffs on imported consumer items have been gradually aligned to meet the prescribed WTO norms and reduction of import restrictions are likely to help the growing organized retailing industry.
The socio-cultural environment offers many interesting insights into the changing tastes and preferences of the urban and semi-urban Indian consumer. There is a large rural market consisting of nearly 720 million consumers, spread over more than 600,000 villages. Indias consumers are young: 70% of the countrys citizens are below the age of 36 and half of those are under 18 years of age. These people have deep roots in the local culture and traditions, yet are eager to get connected with and know the outside world. According to a DSP Merrill Lynch report, the key factor providing a thrust to the retail boom in India is the changing age profile of spenders. A group of 7 million young Indians in their mid-twenties, earning over US $5000 per year is emerging every year. This group constitutes people who are enthusiastic spenders and like to visit new format retail outlets for the convenience and time-saving they offer. Malls are also being perceived as not just places for shopping, but for spending leisure time and as meeting places. There has been an emergence of a combination of the retail outlet and entertainment centres having multiplexes, with food courts and video game parlours. But there are some pitfalls too. For instance, organized retailing in India has had to deal with the misconception among middle-class consumers that the modern retail formats being air-conditioned, sophisticated places are bound to be more expensive.
The supplier environment probably offers the biggest constraint on the growth of the retailing industry in India. Reaching Indias consumers cost effectively is a distribution nightmare, owing to the sheer geographical size of the country and the presence of traditional, fragmented distribution and retailing networks and erratic logistics. For instance, the apparel segment that is one of the two top segments, the other being food, have had to invest in back-end processes to support supply chains. Supply chain
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Female consumer behavior for organized apparel retail store management and merchandising practices are increasingly converging and apparel retailers are establishing collaborations with their vendors. Another area of concern is the severe shortage of skills in retailing. Human resource development for the retailing industry has picked up lately but may take time to fill the gap caused due to the shortage of personnel. The technological environment for the organized retailing industry
straddles many areas such as IT support to supply chain management, logistics, and transportation and store operations. Some global retailers have demonstrated that an innovative use of technology can provide a substantial strategic advantage. The large
number of store items, the diversity of sourcing and the gigantic effort required to coordinate actions in a large retail context is ideal for using IT as a support function. For instance, an innovative use of IT can help in a wide variety of functions such as quick information processing and timely decision-making, reduction in processing costs, realtime monitoring and control of operations, security of transactions and operations integration.
The availability of supply chain management, customer relationship management and merchandising software can help much while performing activities such as ordering and tracking inventory items, warehousing, transportation and customer profiling. Overall, the Indian scenario offers an interesting mix of possibilities and challenges. A successful model of large-scale retailing appropriate for the Indian context is yet to emerge. The modern retail formats accepted globally are in the process Implementation and their acceptability is yet to be established.
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1.2 Different Segments in Retail Industry
The retailing sector of India can be split into two segments. They are the informal and the formal retailing sector. The informal retailing sector is comprised of small retailers. For this sector, it is very difficult to implement the tax laws. There is widespread tax evasion. It is also cumbersome to regulate the labour laws in this sector. As far as the formal retailing sector is concerned, it is comprised of large retailers. Stringent tax and labour laws are implemented in this sector. If the retail industry is divided on the basis of retail formats then it can be split into the modern format retailers and the traditional format retailers. The modern format retailers comprise of the supermarkets, Hypermarkets, Departmental Stores, Specialty Chains and company owned and operated retail stores. The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the multiple brand outlets. The retail industry can also be subdivided into the organized and the unorganized sector. The organized retail sector occupies about 3% of the aggregate retail industry in India. 1.2.1Size and contribution of the retail industry in India In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the Gross Domestic Product is about 10%, the highest compared to all other Indian Industries. The retail sector has also contributed to 8% of the employment of the country. The organized retail sector is expected to triple its size by 2010. The food and grocery retail sector is expected to multiply five times in the same timeframe. The major reason behind the low participation in the Indian retail sector is the need for lumpy investments that cannot match up their break even points. The government policies are being revised from time to time to attract investments in this sector. Firstly the organized retail sector in India has a very low contribution to the entire retail sector in the country. Hence there is ample scope for the new players to achieve success in the backdrop of soaring disposable income of the upcoming generation. Secondly, not only have the incomes increased but there has been a sea change in the preferences of the consumers. These factors have acted as a stimulus for the ushering of foreign players retailing in apparels, accessories,
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Female consumer behavior for organized apparel retail store electronic appliances etc. Large shopping malls have already mushroomed in the metropolitan cities. There still lies untapped potential in the Indian Retail Market. The retail industry continued in India in the form of Kiranas till 1980. Soon, following the modernization of the retail sector in India, many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. As has been mentioned earlier the retail sector in India can be widely split into the organized and the unorganized sector. The unorganized sector is predominant. We may discuss in detail the different divisions of the retail sector in India.
1.2.1.1 Unorganized Retail Sector The unorganized retail sector basically includes the local kiranas, hand cart, the vendors on the pavement etc. This sector constitutes about 95% of the total retail trade. But Foreign Direct Investment in the retail sector is expected to shrink the employment in the unorganized sector and expand that in the organized One.
1.2.1.2 Organized Retail Sector In the organized sector trading is undertaken by the licensed retailers who have registered themselves to sales as well as income tax. The organized retail sector have in their ambit, corporate backed hypermarkets and retail chains. The private large business enterprises are also included under the organized retail category. The organized retail sector can be further subdivided into:
1.2.1.3 Instore Retailers This type of retail format is also known as the brick and mortar format. These retail stores are in the form of fixed point sale outlets. They are specially designed to lure the customers. There are different types of stores through which the instore retailers operate. Branded Stores appear in the form of exquisite showrooms. Here the total range of a particular brand is available and the quality of the product is certified by the government. There are also multi brand specialty stores that sell a series of brands so that the
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Female consumer behavior for organized apparel retail store consumer can choose from the wide array of brands. Department stores have a large number of brands and products catering to all basic needs to luxurious items as well. Supermarkets are basically self service retail stores. Discount Stores offer commodities at reduced prices. In Hyper Marts customers have wide variety of products to choose from and they are also available at discounted rates. Convenient stores are located in prominent places within the reach of majority of the customers and do not operate in stringent work hours. Shopping Malls are a storehouse of a large variety of retail shops situated close to each other.
1.2.2 Organized retailing: Advantages to Indian economy 1.2.2.1 Organized retail will result in a complete revamp of the agricultural A study by CRISIL has estimated a current annual total loss of about Rs. 1,000 billion in the agricultural supply chain, 57 per cent of which is due to avoidable wastage and the rest due to avoidable costs of storage and commissions (CRISIL Research, June 2007). Organized retailers have already started procuring fruit and vegetables from farmers directly bypassing the various intermediaries who add more costs than value to the food chain. They are investing heavily on logistics in the form of centralized warehousing and distribution centres, transport and cold storage, either directly or through engaging third party logistics companies.
1.2.2.2 Boost to Exports: Some of the international retailers that have plans for India in the future have already developed suppliers in the country and have started exporting from India. For example, Wal-Mart exported an equivalent of US$ 600 million, and IKEA about 380 million Euros from India in 2006-07.
1.2.2.3. Organized retailer will work with farmers to: (i) improve yields by enabling them to obtain quality input supplies; (ii) Adopt superior farm technology and practices; and
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Female consumer behavior for organized apparel retail store (iii) Access timely credit at reasonable rates.
1.2.2.4. Small-scale manufacturers They will be the major beneficiaries of private labels.
1.2.2.5. Organized retails direct purchase Organized Retail directly purchase from farmers and other suppliers compresses the supply chain and eliminates a large number of intermediaries and hence can offer consumers a lower price than the traditional channels.
1.2.2.6 Unorganized retailers normally do not pay taxes Organized Sector is exempted from taxes and most of them are not even registered for sales tax, VAT, or income tax. Organized retailers, by contrast, are corporate entities and hence file tax returns regularly.
1.3 Retail Formats in India
The retail formats in India can be categorized into the traditional and the modern forms. The traditional format includes Kiranas, street markets, kiosks and multiple brand stores. The modern format, on the other hand includes supermarkets, hypermarkets, department stores and specialty chains. In discussing about the structure of the retail sector in India we cannot forgo forecourt retailing and trade parks.
1.3.1 Trade parks Trade parks are basically business complexes that promote international trade. The global players here have access to the top Indian exporters. To the buyers this would prove to be a boon since they do not have travel to far off towns to enter into business deals with the exporters, especially in places where infrastructure is very poor. By this the exporters not
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Female consumer behavior for organized apparel retail store only enhance their visibility but they also enjoy a host of other advantages. They can design libraries, studio etc, in order to attract potential customers.
1.3.2 Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon.
1.3.3 Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.
1.3.4 Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable goods
1.3.5 Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc. Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes called Stop!.
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Female consumer behavior for organized apparel retail store 1.3.6 Hyper marts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.
1.3.7 Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros.
1.4 Policy and Regulatory Environment
The Government is progressively undertaking reforms and liberalizing this sector; thereby attracting significant foreign investments. The regulatory and supervisory policies are being reshaped and reoriented to meet the new challenges and opportunities in this sector. To facilitate the easier inflow of foreign direct investments, instead of having to seek Foreign Investment Promotion Board (FIPB) approval, FDI up to 100 per cent is allowed under the automatic route for cash and carry wholesale trading and export trading. FDI up to 51 per cent is allowed, with prior Government approval for retail trade in single brand products with the objective of attracting investment, technology and global best practices and catering to the demand for such branded goods in India. This implies that foreign companies can now sell goods sold globally under a single brand, such as in the case of Reebok, Nokia and Adidas. However, retailing of multiple brands, even if the goods are produced by the same manufacturer, is presently not allowed.
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Female consumer behavior for organized apparel retail store Relaxation of FDI restrictions in retail are being vigorously pursued by business and trade coalitions, however it is unlikely that the FDI policy in retail is going to be reviewed any time soon. Efforts are also being undertaken by the Government to
remove impediments being posed by licensing and clearance mechanisms in India with the aim of introducing a single- window clearance mechanism. This would reduce the entry and establishment timelines for new players in the market and facilitate easy procedures in issuance of necessary approvals.
The Government is expected to take a calibrated approach in land and rent reforms to improve the real estate regulatory environment and facilitate easy access to retail space for international investors. The Government is releasing large tracts of unused land for retail development in the Mumbai and NCR regions. This is soon to be followed by other state governments, with the respective Governments benefiting from the access to impressive revenues from land sales and tax collections from retail developments. Solutions to problems related to the lease rentals and pro-tenancy laws, which significantly deter international investors, are being pursued by the Government, with initiatives like Special Economic Zones (SEZs), allotment of Government controlled land etc. Value Added Tax (VAT) has been introduced and implemented in most states and territories, and many industry verticals to resolve the multiple taxation issue and maintain uniform prices across regions. The Agricultural Produce Marketing Committee Act (APMC), which curtails direct sourcing of agriculture produce (grocery, food grains) is proposed to be amended soon, with a Draft Model Act being legislated by the government. The new act promotes direct marketing to corporate investors, setting up of farmers/consumers market and contract farming. Contract farming is already being pursued in certain states with players like Pepsi Co. forging alliances with local farmers in Gujarat for direct procurement of raw materials.
The Government is encouraging the contract farming practice, as it benefits both the farmers and the corporate retailers, with the former gaining access to better prices and the latter to a steady supply source. The Government is currently considering modernizing
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Female consumer behavior for organized apparel retail store and developing eight strategically located mandis with cold storage, sorting and grading facilities made available as a part of the infrastructure services. However, everything is not hunky-dory on the reforms front with the Parliamentary Standing Committee on Commerce recommending a blanket ban on domestic corporate heavyweights and foreign majors from entering retail trading in grocery, fruits and vegetables. The committee also wants the government to stop issuing further licenses for the cash and carry format. It is unlikely that the FDI policy in the retail sector is going to be reviewed any time soon. Currently, foreign investment in multi-brand retailing is not permitted but, FDI up to 51% is allowed in the retail trade of single-brand products and up to 100% is allowed in cash and carry trading.
In a report on the retail sector, the committee has argued that the cash and carry licenses issued to international retailers or to a joint ventures between Indian companies and foreign retailers is a "mere camouflage for doing retail trade through backdoor." Several foreign retailers like Wal-mart, Metro and Booker are already present in the cash and carry format and several others including Tesco and Carrefour are also keen to be present in India. The committee has compiled the report after taking inputs from the Department of Industrial Policy and Promotion in the commerce and industry ministry, Department of Consumer Affairs, Department of Agriculture and Department of Higher Education. It is also against allowing single-brand foreign firms to operate in India. According to the panel, the provision of single brand retailing is not strictly adhered to and shops in malls are selling other branded items along with the brand for which they have permission. The committee also feels the government must ensure a policy to relocate or re-employ people who are dislocated due to the opening up of big malls in the vicinity of their shops.
The parliamentary panel has also recommended the setting up of a Retail Regulatory Authority, to act as a nodal agency. Also, it wants the government to come out with a National Shopping Mall Regulation Act. In 2008, the Indian Council for Research on International Economic Relations (ICRIER), which was asked by the government to assess the impact of large retailers on unorganized players, had submitted its report.
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Female consumer behavior for organized apparel retail store According to that report, unorganized retailers in the vicinity of organized retailers experienced a decline in their volume of business and profit in the initial years after the entry of large and organized players but the adverse impact on sales and profit of the small retailers weakens over time. It is pretty clear why sections in the government have reservations about foreign majors entering Indias wholesale and retail markets. Food and beverages constitute more than 70% of Indias retail sector and it is perceived that the entry of foreign majors will displace millions of small retailers in India, thus affecting the ruling parties chances in elections. There is one clear loser if the cash and carry players succeed and prosper in India. The state-level APMC markets set up under the law to conduct the sale of farm produce in the wholesale markets, lose their monopoly status. In each of the states, where the farm produce marketing laws have not been amended, an APMC is the only channel through which farmers can sell food grains, fruits and vegetables to intermediaries and traders. In most cases, these transactions are held under fairly opaque conditions and the farmer, with no staying power and no option either, is the loser. Indeed, when the cash and carry businesses are allowed to purchase directly from farmers, the state-owned APMCs and the state bureaucrats lose whatever clout they still enjoy among farmers but nobody should mourn that loss, nor should the pressure exerted by the entry of cash and carry businesses on big retailers should be any cause of concern for anyone.
1.5 Reasons behind retail growth:

Consumer Spending has risen sharply at 75% as the youth population (more than 33 percent of the country is below the age of 15) has seen a significant increase in its disposable income Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favourable demographic patterns. Indias retail still unexploited and under penetrated Easy availability of credit, and large scale real estate developments were fuelling the growth of Indias approximately USD 25 billion organized retail market
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Female consumer behavior for organized apparel retail store Ever-expanding middle- and upper-class consumer base, there will also be opportunities in Indias tier II and tier III cities The greater availability of personal credit The terms commonly used include billion-plus population, a middle class consisting of hundreds of millions, rapidly-growing income and consumption India has had one of the consistently highest GDP growth rates of the last few years. Newer opportunities such as airport real estate are emerging with the upgrade of the major and secondary airports, as well as a change in government policy allowing expansion of retail activity at airports.
1.6 Several challenges:

Foreign investment is allowed in retail operations only up to a limit of 51 per cent foreign equity, and only in businesses that are selling a single brand (brands such as Louis Vuitton, and most recently Marks and Spencer, have taken advantage of this route). The industry is facing a severe shortage of talented professionals, especially at the middle-management level. Lack of adequate infrastructure with respect to roads, electricity, cold chains and ports has further led to the impediment of a pan-India network of suppliers. Due to these constraints, retail chains have to resort to multiple vendors for their requirements, thereby, raising costs and prices. Even though the government is attempting to implement a uniform value-added tax across states, the system is currently plagued with differential tax rates for various states leading to increased costs and complexities in establishing an effective distribution network. Stringent labor laws govern the number of hours worked and minimum wages to be paid leading to limited flexibility of operations and employment of part-time employees.
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Female consumer behavior for organized apparel retail store Multiple clearances are required by the same company for opening new outlets adding to the costs incurred and time taken to expand presence in the country. Government restrictions on the FDI are leading to an absence of foreign players resulting into limited exposure to best practices. Non- availability of government land and zonal restrictions has made it difficult to find a good real estate in terms of location and size. Also lack of clear ownership titles and high stamp duty has resulted in disorganized nature of transactions.
1.7 Major expansion plans in retail sector:

Marks & Spencer Reliance India is planning to open 35 more stores over the next five years, according to Mark Ashman, CEO of the company. The 51:49 joint venture between UKs Marks and Spencer and Reliance Retail Ltd already has 15 stores in India. Carrefour SA, Europes largest retailer, may start wholesale operations in India by 2010 and plans to set up its first cash-and-carry outlet in the National Capital Region. Currently, Carrefour exports goods worth US$ 170 million from India to Europe, UAE, Indonesia, Europe, Thailand, Singapore and Malaysia. Mahindra Retail, a part of the US$ 6.7-billion Mahindra Group, plans to invest US$ 19.8 million by 2010 to step up its specialty retail concept 'Mom and Me'. Pantaloon Retail India (PRIL) plans to invest more than US$ 103.3 million to expand its seamless mall Central and the value fashion format Brand Factory over the next two years. Bharti Retail has introduced eight Wal-Mart private labelsincluding two of its largest Italian sportswear brand Lotto will launch two new footwear brands Sabots and Calcetto in the country in the next few weeks. The plan is to have at least 50 exclusive outlets by March 2010. Steel players such as JSW Steel and Essar Steel are increasing their focus on opening up more retail outlets pan India. JSW Steel currently has 50 such steel
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Female consumer behavior for organized apparel retail store retail outlets called JSW Shoppe and is targeting to increase it to 200 by March 2010. Similarly, Essar Steel also has such retail outlets called Essar hypermarts. With a total 150 such outlets currently, this segment contributes to about 20-25 per cent to the Essars total revenue. EBONY Homes, the home furniture retail arm of the US$ 3 billion DS Constructions, has plans to invest US$ 25.1 billion to set up a chain of 20-25 furniture stores styled Ebony Gautier across the country by March 2012. Gujarat Co-operative Milk Marketing Federation (GCMMF), which owns and markets Asia's largest dairy brand, Amul, plans to add 6,000 Amul retail parlours across the country in FY 2009. Many major international brands are also looking for a foothold in India. The brands planning an India entry include The Pizza Company and Spicchio Pizza (both pizza chains from Thailand), Coffee Club from Australia, Japanese brand Lolita Fashion, Revive Juice Bars from the UK, Mrs Fields Cookies and Jamba Juice from the US, and French fashion brand Jules. Retail brands such as United Colors of Benetton, Tommy Hilfiger and Puma are opening factory outlets to sell excess stock and woo the price-conscious buyers.
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CHAPTER 2 INDIAN APPAREL RETAIL INDUSTRY

2.1 Overview of Retail Industry
Indian apparel industry contributes about 14 per cent to industrial production, 4 per cent to the country's gross domestic product (GDP) and 16.63 per cent to export earnings. Nearly 40 per cent of the textiles produced in the country is exported and the textiles sector is the biggest employment generator after agriculture. The sector is expected to generate 12 million new jobs by 2010. The sector targets US$ 6 billion foreign direct investment (FDI) by 2015 to be invested in green field units in textiles machinery, fabric and garment manufacturing, as well as technical textiles. India has made inroads into the markets of its key competitors which include Asian countries such as Sri Lanka, Bangladesh, Vietnam and Cambodia. The Indian textile and apparel industry is taking a new course by entering the Chinese market. Most of the top global apparel retailers, such as JC Penny, Nautica, Docker and Target, have their sourcing network in India. Indian textiles and apparel exports, which is worth US$ 22 billion, is expected to register a four-fold increase to touch US$ 90 to 100 billion in the next 25 years. The Indian apparel industry also has a vast existence in the economic life of the country. It plays a critical role in the economic development of the country with its contribution to industrial output, export earnings of the country and the generation of employment. The Indian apparel industry has seen remarkable changes in the past few years and it is also one of the India's largest foreign exchange earners. Embroidery being the traditional art form of the country has contributed hugely for apparel industry. Indian 1embroidery market stands out as being extraordinary in the international markets.
http://sourcing.indiamart.com/apparel/apparel-industry/embroidery-market/ 25
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Female consumer behavior for organized apparel retail store 2.1.1 Technical Textile Segment Technical textiles segment is expected to employ over 300,000 additional workers increasing the total employment in the sector to 1.2 million by the year 2012. The Government has set up four Centres of Excellence (COEs) for Meditech, Agrotech, Geotech and Protech group of technical textile, providing one-stop facilities for testing, human resource development and research and development. 2.1.2 Government Initiative The Government has announced the release of a subsidy of US$ 533.87 million for the textile industry under the Technology Upgradation Fund scheme (TUFs). The government extends 10 per cent capital subsidy and 5 per cent interest subsidy on installation of machineries and for processing machinery under the TUFS. A 41-member Working Group has also been announced to be set up with a National Fibre Policy, to ensure self-sufficiency in fibre consumption and export requirements in India. The Textiles Committee has also been reconstituted in order to ensure standard quality of textiles both for internal marketing as well as exports. The committee will also establish laboratories and test houses for testing of textiles. In addition, an online marketing and sales portal has also been launched by the textile minister. The e-marketing platform, developed by the Central Cottage Industries Corporation of India and the Handicraft and Handlooms Export Corporation of India, will host more than 1,000 wide ranging handicrafts and handlooms products. It will also provide online services, such as epayment facility through major debit/credit card as well as online tracking of the shipment. Moreover, the Ministry of Textiles is considering setting up textile parks at Vidarbha and Marathwada, the largest cotton growing regions in Maharashtra. Currently seven textile parks are already in various stages of completion in Maharashtra. 2.1.3 Advantage India India offers cheaper production and marketing costs and enormous opportunities that have tempted Taiwanese companies to work on joint ventures with Indian companies, especially for the manufacture of manmade fabrics. Several European textile and textile machinery manufacturing companies have shown interest in sourcing garments from
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Female consumer behavior for organized apparel retail store India. Textile companies were keen to set up base in India due to the cheap labour available here. India offers various incentives like low-cost labour and intellectual right protection to foreign investors. The country allows 100 per cent FDI in the textiles sector. 2.1.4 Investments According to the Minister for Textiles, around US$ 5.14 billion of foreign investment is expected to be made in India in the textile sector over the next five years. Indian textile companies are expanding their manufacturing facilities to industrial fabrics to tap new customers in the construction, automobiles and healthcare sectors, who are currently importing these products. Also, some of the major global luxury apparel retailers are eyeing markets like India. According to industry analysts, the market for luxury and premium brands in India is estimated at about US$ 1.3 billion - US$ 1.5 billion and growing at about 25-30 per cent.

Retail apparel firm Koutons India plans to open 100 new stores by fiscal. Alok Industries, S Kumars Nationwide, Jindal Cotex and SRF are keen to expand their footprint.
Ludhiana-based Jindal Cotex is investing US$ 49.6 million in two units in Himachal Pradesh to make medical and industrial textiles.
S Kumars Group projects to invest 10 billion rupees over the next 5 years to set up new technical textiles facilities in India. It will introduce three international brands by the end of this fiscal.
Tyre cord maker SRF Ltd is setting up a plant for laminated fabrics in Kashipur in Uttarakhand.
Raymond Ltd is planning to target revenues of US$ 42.69 million with the launch of 300 more retail shops by March 2011.
World's leading lingerie brand, Triumph International, plans to invest over US$ 216.75 million in India to open 12 more flagship outlets and 30 additional EPS (Exclusive Partner Stores) during the year.
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Female consumer behavior for organized apparel retail store 2.1.5 Exports of Apparel The Indian domestic and export markets for textile and apparel are expected to grow at 6.5% and 12% Compounded Annual Growth Rate (CAGR), respectively, a leading consultancy firm said. Driven by favourable demographic factors, rise in disposable incomes and a shift towards branded apparel, the domestic textile and apparel market was slated to grow at 6.5% CAGR, according to CII-Ernst and Young Textile and Apparel Report-2007-India In the Global Textiles Ecosystem. A 12% CAGR was expected in exports with international retailers looking at India as the best alternative to China for sourcing of apparel. The report identified sourcing as a huge opportunity. The market size in 2008 was $22-25 billion and projected to grow to $35-37 billion in 2011.This was largely attributed to the end of the Multi Fibre Agreement, which has triggered growth in the quantum of sourcing of the top global retailers from India. India has several advantages in terms of abundant supply of cotton and man-made fiber, mature and wellestablished production base, cheap and skilled labour and good design capabilities. Besides this, government incentives to exporters and entry of foreign retailers into the Indian market would also act as a fillip to retail sourcing from India, the report said. 2.1.6 Foreign Direct Investment The Department of Industrial Policy & Promotion issues the guidelines for Foreign Direct Investment in India.FDI upto 51% has been allowed in retail trade of single brand products with prior government approval and under certain condition. Products to be sold should be of a single brand only. Products should be sold under the same brand internationally. Single Brand product retailing would cover only products that are branded during manufacturing. For example: an umbrella brand like Christian Dior would not be allowed to stock different brands like jadore, Pure Passion and Dior Addict in one store currently permitted routes for foreign direct investment 2.1.7 Franchising

Rights are granted by one party to another for some stipulated amount of money Franchisee is allowed to conduct business using Franchisers know how and brand name
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2.1.8 Cash & Carry (Wholesale Trade)
Allowed 100% FDI under the automatic route by FIPB, model is designed in a way that the wholesaler deals with small retailers.
2.1.9 Joint Venture

International brands provides equity and support to a local Indian entity Share of the foreign player is restricted to 49%
2.1.10 Distribution
International Player sets up a distribution office in India and supplies products for sale to local retailers
Can also set up franchised outlets for brands
2.2 Various distribution channels in Apparel Industry

2.2.1 Multi-Brands Outlets or Shopping Malls Organization It sells apparels to multi-brand outlets, which in turn sell them through large retail space MBOs are located in prime locations of the various cities and towns ensuring maximum reach MBOs are chain of shopping malls having a presence in more than one location Realization from this channel is lower than those earned by selling to the retailers; as MBOs keep higher margins because their costs are higher. Some of the major players in this channel of distribution:- Shoppers Stop Pantaloon Retail Westside (Trent) Globus Pyramid Retail Reliance Retail
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2.2.2 Owned Stores / Exclusive Brand Outlets Some of the Players following this channel Provogue Raymonds Madura Garments Arvind Brands Zodiac Clothing Century Textiles
2.2.3 Distributors This channel involves two middle agencies between the seller and the end-user Organization sells it to the distributor, who in turn sells to the Retailers or MBOs Realization from this channel are low
2.2.4 Discount Stores For selling apparels at lower prices to attract larger volumes Used for selling apparels with minor defects or for selling slow moving stocks Low realization from this channel as garments are old-fashioned or sold at low prices for gaining big volumes
2.2.5 Retailers Company sells garment to Traders or Commission Agents Greater reach of the distribution channel Creation of a middle agency between the organization and the end-user Lower realizations from this channel
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2.4 The female consumer in clothing retail

Female clothing
Interaction
Consumer
Clothing Sales assistant: Approach Consumer Behaviour Characteristics Appearance
Perception of clothing sales assistant
Expectations of clothing sales assistant
Appearance
Emotions of consumers
Purchasing decision
Retailer gaining purchases
No influence on purchasing behavior
Retailer losing purchases
Table 2.4 Conceptual Framework of the influence of the sales assistant on consumers purchasing behavior
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2.5 Buying decision making process

Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post purchase Behavior
Five Stage Model of the Consumer Buying Process These basic psychological processes play an important role in understanding how consumers actually make their buying decisions. Marketers must understand every facet of consumer behavior.i Marketing scholars have developed a stage model of the buying decision process. The consumer passes through five stages: 1. Problem reorganization 2. Information Search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behavior
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Female consumer behavior for organized apparel retail store But consumer does not always pass through all five stages in buying a product. They may skip or reverse some stages. 1. PROBLEM RECOGNIZATION The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need by gathering information from a number of consumers. They can then develop marketing strategies that trigger consumer interest.
2. INFORMATION SEARCH Of key interest to the marketer are the major information sources to which the consumer will turn and the relative influence each will have on the subsequent purchase decision. These information sources fall into four groups: Personal: Family, friends, neighbors Commercial: Advertising, Web sites, displays Public: Mass media, consumer-rating organizations Experiential: Handling, examining, using the product
Total Set Pepe Jeans Levis Lee DJ & C Spykar Westside Zola Pantaloons
Awareness Set Pepe Jeans Levis Lee DJ & C Westside Pantaloons
Consideration Set Pepe Jeans Levis Lee DJ & C
Choice Set Pepe Jeans Levis Lee
Decision Pepe Jeans
Successive Sets Involved in Consumer decision making
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Female consumer behavior for organized apparel retail store Through gathering information, the consumer learns about competing brands and their features. The first box in figure shows the total set of brands available to the consumer. The individual consumer will come to know only a subset of these brands (awareness Set). Some brands will meet initial buying criteria (consideration Set). As the consumer gathers more information, only a few will remain as strong contenders (Choice set). The consumer makes a final choice from this set.
3. EVALUATION OF ALTERNATIVES: Some basic concepts will help us understand consumer evaluation processes: I. II. The consumer is trying to satisfy a need. The consumer is looking for certain benefits from the product solution. III. The consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy their need.
4. PURCHASE DECISION: In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also from an intension to buy the most preferred brand. Purchases of everyday products involve fewer decisions and less deliberation.
5.
POST PURCHASE BEHAVIORS: After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands, and will be alert to information that supports his or her decision. Marketing communications should supply beliefs and evaluations that reinforce the consumers choice and help him or her feel good about the brand.
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Female consumer behavior for organized apparel retail store The marketers job therefore does not end with the purchase. Marketers must monitor post purchase satisfaction, post purchase action, and post purchase product uses.
2.6 Retail Mix (6ps)

Retail marketing mix is the term used to describe the various elements and required to formulate and execute retail marketing strategy. Retail managers must determine the optimum mix of retailing activities and co-ordinate the elements of the mix. The aim of such coordination is for each store to have a distinct retail image in consumers mind. The mix may vary greatly according to the type of market the retailer is in, and the type of product/services. While many elements may make up a firms retail marketing mix, the essential elements may include: 1. Store location(Place) 2. Merchandise assortment(Product) 3. Pricing(Price) 4. Communication with customers(Promotion) 5. Store ambience(Presentation) 6. customer service(Personal) methods
PLACE: The location of a store and the distance that the consumer must travel to shop there are basic criteria in their store choice decisions. Today, suburban sprawl, greater driving distances, the appearance of new warehouse retail formats that are often located in large spaces away from residential areas, and online retailing have made location somewhat less central as a store choice criterion.
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Female consumer behavior for organized apparel retail store Consumers store choice may be based on different criteria depending upon the nature of the trip. For instance, small basket, fill-in trips are very unlikely to be made to distant or inconvenient locations. And, retailers in some formats, like convenience, drug, or supermarket have less flexibility in their location decision than mass merchandisers or warehouse clubs. although location no longer explains a major portion of the variance in consumers choice of stores, it is a key component in consumers assessment of total shopping costs and is still important for retailers who wish to get a substantial share of wallet from fill-in trips and small basket shoppers.
PRODUCT: One specific aspect of the retailers assortment strategy, brand assortment, has become particularly important in the last decade as a tool for retailers to influence their image and develop their own brand name. Most retailers carry manufacturer brands, but, increasingly, they also offer private label products. Provide a broad assortment of products. Keep major nationally visible brands; ensure product quality in terms of ingredients and packaging; have a section devoted to unique merchandise. This strategy can be summarized as wide and deep assortment with niche merchandise.
PRICE: No matter how the characteristics of the consumer, product, store, or purchase situation might differ, price represents the monetary expenditure that the consumer must incur in order to make a purchase. From the vast literature on pricing, we highlight three areas that are of direct relevance to consumers image and choice of retailers. A retailers price image should be influenced by attributes like average level of prices, how much variation there is in prices over time, the frequency and depth of promotions. A retailers price format, which is on a continuum between EDLP (Every Day Low Price) and HILO (High-Low Promotional Pricing), also influences consumers store choice and shopping behavior.
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Female consumer behavior for organized apparel retail store Large basket shoppers prefer EDLP stores whereas small basket shoppers prefer HILO stores. The intuition behind the finding is straight-forward. Large basket shoppers are captive to the pricing across a large set of product categories at a time and do not have the flexibility to take advantage of occasional price deals on individual products. They therefore prefer EDLP because it gives them a lower expected price for their shopping basket. Small basket shoppers, on the other hand, can take advantage of variations in prices of individual products and, by buying on deal, can lower their basket price even if average prices in the store are high.
PROMOTION: The third research area studies whether retailer price promotions result in store switching by consumers. Retail promotions in any one category do not directly influence a consumers store choice decision, but they indirectly affect where the category is purchased. Consumers typically shop in more than one store. They may purchase a promoted product in the store they happen to be visiting whereas they would otherwise have purchased it in another store. This also reiterates the important moderating effect of in-store atmosphere. The impact of promotions will be higher in a pleasant atmosphere because the longer consumers stay in a store, the more likely they are to notice promotions and buy more than planned during the shopping trip.
PERSONAL: Retailers should use relationship marketing to ensure that their customers become their advocates. The concept of Subjective Norm is an important store choice variable for apparel shoppers. Retailers must ensure positive word of mouth by encouraging customer feedback and excellent service. The manufacturers warrantees/guarantees must be honored to build trust. Customers should be encouraged to give their feedback on products and the stores services. The store could provide telephonic and on-line feedback facilities
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Female consumer behavior for organized apparel retail store (these should be mentioned on the invoice and in the store). Store clerks need to be trained in handling post-purchase customer behavior. For certain product categories, a no questions asked policy could be considered for return of goods. The retailers should provide product warranties over and above that provided by the manufacturer. For chain stores, the customer should have the option of exchange/return at any store across the country. These steps will ensure customer loyalty and a positive word-of-mouth.
PRESENTATION It tells about the arrangement of the appeals in the store and how store is look like. Presentation is all about Retail design. The elements of presentation are store theme, store atmosphere, lighting, store Image, aesthetic, layout, display, marquee, frontage, space arrangement , graphics and signage, color , textures and fixtures ,mannequins etc.
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Chapter 3 Consumer Buying Behaviour in Apparel Industry

3.1 Defining Consumer Buying Behaviour
Consumer Buying Behaviour is the behaviour that a consumer display while buying the product or a service. Each and every consumer has his/her own buying behaviour that he displays it during purchase of different products. This behaviour displayed by the consumer is the result of a number of influences which he/she receives from the environment. These influences can be categorized into four factors viz. Cultural factors, Social factors, Personal factors and Psychological factors.
3.1.1 Cultural Factors Culture, subculture and social classes are particularly important in buying behaviour. Culture is the fundamental determinant of a persons wants and behaviour. Each culture consists of smaller subcultures that provide more specific identification and socialization of its members. Subculture includes nationalities, religions, racial groups and geographic regions.
3.1.2 Social Factors In addition to cultural factors a consumers behavior is influenced by such social factors as reference groups, family and social roles and statuses. A persons reference group consists of all the groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior. Groups that have direct influence on a person is called as membership groups. Some membership groups are also called as primary groups, such as family, friends, neighbors and coworkers with whom the person interacts fairly continuously and informally. People also belong to secondary groups such as religious, professional and trade union groups which tend to be more formal and require less continuous interaction. Aspirational groups are those a person hopes to join; dissociative groups are those whose values and behavior an individual rejects. The family is the most
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Female consumer behavior for organized apparel retail store important consumer buying organization in society, and family members constitute the most influential primary reference group. A person participates in many groups-families, clubs, organizations. The persons position in each group can be defined in terms of role and status. A role consists of the activities a person is expected to perform. Each role carries a status.
3.1.3 Personal Factors A buyers decisions are also influenced by personal characteristics. These include the buyers age in the life cycle, occupation, economic circumstances, lifestyle and personality and self concept. People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing matured years and special diet in the later years. Occupation also influences consumption patterns. A blue collar worker may buy work clothes, work shoes and lunch boxes. A company president may buy expensive suits, air travel and country club membership. People from same subculture, social classes and occupation may lead quite different lifestyles. A lifestyle is a persons pattern of living in the world expressed in activities, interest and opinions.
3.1.4 Functional Factors A persons Buying choices are also influenced by the functional factors which the brand or the outlet carries. The functional attributes are the actual function which the brand is in, which defines the value of the brand in the peoples mind. It includes the price range or the range which the brand has etc
3.1.5 Psychological Factors A persons buying choices are influenced by four major factors viz. motivation, perception, learning, believes and attitudes
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3.2 Importance of Consumer Buying Behavior
The study of consumer behavior focuses on how individuals make their decisions to spend their available resources (time, money, effort) on consumption related itemsor consumption related aspects (What they buy? When they buy? How they buy?).It also study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. The consumer buying decision has six stages
Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Purchase Post Purchase Evaluation
Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analysing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. The evaluation of marketing concept from mere selling concept to consumer oriented marketing has resulted in buyer behaviour becoming an independent discipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. Some consumers are characterized as being more involved in products and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence he reads brochures thoroughly, compares brands and models available at different outlets, asks
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Female consumer behavior for organized apparel retail store questions, and looks for recommendations. Thus consumer buying behaviour can be defined as heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase.
3.3 Consumer Buying Behavior in Apparel Industry
Consumer buying behaviour in apparel industry can be studied on the internal parameters such as
Cloth Quality Range of aparels Colour Price
Other parameters external parameters could be studied are
Popularity of the brand Trust in the brand Impact of any occasions such as Festivals, Birthday, Anniversary, Marriage, Engagement etc. Celebrity Endorsement Promotion Wide range of Designs Brand Name Exhibitions Launch of new collections
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3.4 Functional attributes of the store attracting the customer and its effects on apparel retail segment
One of the two attributes of the retail apparel outlet is functional attribute of the store. It signifies how properly or how efficiently the functions of the store are being managed. The functional attributes that the apparel retail outlet or store needs to have are as follows. Price range: This attribute represents the price range of the product that the store has. This attribute very well defines the economy of the store or the class of the store. Location: This attribute is also very important. This attribute signifies the location of the store. Some brands open their store at particular location only. Therefore the consistency in the selection of the location store also helps the creation in the minds of the customer. The location of the store should be convenient for the customers that the store wants toi target. Design availability: This attribute representations the availability of different styles and design apparels. Consumers can only come to your retail store if they have huge design set so they can make their own choice among it. Credit facility: Retailer is providing which credit facilities to make payment. The types of credits are cash, credit card and debit card. Range of apparel: Range of apparel is the most important functional attribute in forming the image in the minds of the customer. The consistency in the range of the apparel helps the store to make desired particular personality in the minds of the customer. Type of apparel: How retailers manage assortment system. Type of apparel depends on retail format type. Which type of apparels retailer keeps in their store. For examples, ethnic wear, western, formal, casual, party wear etc. Store name: The store name is the one of important functional attribute. The store name gives the unique identity in consumers mind .Through store name only
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Female consumer behavior for organized apparel retail store consumer can identify the store. And hence which make the impact on consumers mind Store size: The store size is also influence the consumer decision for selection of the brand. The larger the size, the more customer are attracted to store and viceversa. Availability of latest trends: This is also one of the important attribute of the store. For the store in order to be successful it has to make available the latest trends in the apparel Offers and Discounts: Offers and discounts is also one of the functional; attributes impacting the customers mind. It is one the most important tool for the attraction of the customer. Service of the staff: Service of the staff also very well defines the apparel outlet in the minds of the customer. Satisfactory service is necessary for the outlet to have positive result in the minds of the customer. After sales service: After sales service gives guarantee of the service to the customer after the product is sold. In apparel retail outlet it constitutes the features replacements, alterations etc. Loyalty programme: This is one of the functional attribute which has direct impact on the minds of the customer. It benefits the customer directly, resulting in the increase loyalty of the customer. Parking space availability: This is also related to the comfort of the customer and the concern of the outlet to benefit and to provide ease for the customer Previous interaction with the outlet: This is also one of the most important attribute. This attribute can be improved by working on the previous attributes of the outlet Knowledge of the staff: Everything depends upon the knowledge of the staff. Identifying customers and providing the desired can only be done if the staff of the outlet is knowledgeable.
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3.5 Psychological attributes to attract the customers and the effects on the apparel retail segment
Layout: Layout of the store particularly affects the minds of the customer. Most brands have a standard layout for their outlet. Having the standard layout makes an impression in the minds of the customer. Layout is often design to make an impression of store personality in the minds of the customer
Architecture of the store: Architecture of the store includes everything placements of wracks and design of the store etc. It also affects the psychology of the customers
Symbols: Many branded outlet has symbols identifying the outlet. Colours: Colours are also important attributes of impacting the customers mind. Colours develop the image of the store in the minds of the customer. Many brands have outlets using standard colour to make an impression in the minds of the customer. Different colours signify different personality. This may be used for the development of personality of the outlet.
Advertising: Advertising is the most important attribute affecting the Psychology of the customer. Advertising helps the most in building the personality of the outlet or the brand
Stores sales personnel: Stores sales personnel also make an important psychological definition of the outlet. After all it is the personnel which defines the brand and the business
Mannequins(Display): Mannequins also helps in the process of attracting customers, as the apparels are displayed with the help of the mannequins Points of sale material: Points of sale material also impacts the psychology of the customer Courteous staff: Courteous staff motivates the customer to make a visit to the outlet again and again. Staffs are the defining factor of the success or the failure of the business unit. In apparel industry it becomes extremely important for the
45 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store outlet to have a courteous staff. Courteous staff helps make customer feel good and relaxed in the outlet References: References also helps in making the positive psychological effect in the customers thinking. References can be made possible only if the above psychological attributes of the outlet are worked upon.
46 DBMSPCE,VISNAGAR
CHAPTER 4 LITRATURE REVIEW
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead
Author
: Preeta H. Vyas, IIM A : W.P.No. 2007-11-02, November 2007.
Publication Objective :
1. To compare usage across exclusive and multi brand outlets 2. To explore rationale behind such activities by examining consumer behaviour 3. To pose challenges ahead
Research Methodology:
Research Instrument: Depth Structure guide Sampling Method Area of study : 6 organized apparel outlet
: Ahmedabad
Result: 1. Seasonality affects apparel sector and hence it become critical for a retailer to clear off the stock at the end of season. Store loyalty cards to reward loyal users and encourage them to visit the store often and buy more by offering wide range for men, women and children. Some store also offer home furnishings, accessories and footwear, thereby providing convenience for one stop shopping.
47 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store All the stores used in store media to announce promotions. However use of mass media and electronic media varied across the sample under study. Use of only instore media would restrict the announcement to those who walk into the store. It can be assumed that only loyal/ frequent visitor would know about the offers. Whereas variety of media used would enhance footfalls to the store and trigger word of mouth. 4. In terms of type of consumer sales promotions, almost everyone used discount, coupon programmes and few used lucky draws, contests, gift, buy one get one free type of promotions. Only Pantaloon had a unique scheme of an exchange offer. 5. Use of sales promotion activity has a direct impact on behavior as it motivates a consumer to buy now rather than buy in future.
Hispanic consumers' shopping orientation and apparel retail store evaluation criteria: An analysis of age and gender differences
Author(s): Yoo-Kyoung Seock, (Department of Textiles, Merchandising and Interiors, The University of Georgia, Athens, Georgia, USA) Nicki Sauls, (Department of Textiles, Merchandising and Interiors, The University of Georgia, Athens, Georgia, USA).
Publisher: Emerald Group Publishing Limited Objective: 1. Investigate Hispanic consumers' shopping orientations and their apparel retail store evaluation criteria and 2. To examine age and gender differences in their shopping orientations and retail store evaluation criteria.
48 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Research design/methodology/approach: A structured questionnaire was developed to collect data on the variables in the study. The questionnaire was developed both in English and Spanish. Factor analysis was employed to identify Hispanic consumers' shopping orientations and their retail store evaluation criteria. Pillai's trace multivariate analyses of variance were used to examine the hypotheses. Results: Six shopping orientation constructs and three constructs of store evaluation criteria were identified. The results revealed that males and females have different shopping orientations and apparel retail store evaluation criteria. Shopping orientation and apparel retail store evaluation criteria also varied across the age groups. Research limitations/implications: This study has practical implications for apparel retailers regarding how to position their stores in targeting different groups of shoppers and how to allocate their resources and promote products. Additionally, the findings of the study will reveal how to provide an optimal shopping experience to Hispanic consumers so that apparel retailers can develop localized marketing strategies to target the areas with a large Hispanic population
Indian Retailing: Shift from Pyramid to Diamonds

Author: Shweta Arora (Lecturer, BLS Institute of Management, Mohan Nagar Ghaziabad) Priya Rathi (Lecturer, BLS Institute of Management, Mohan Nagar Ghaziabad)
49 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Objectives In this paper an attempt has been made to analyse consumer behaviour with the changing retail scenario in Delhi and Ghaziabad and explicated the factors affecting their choices. The specific objectives of the paper are: To understand the changing behaviour of consumers with the changing retailing scenario in Delhi and Ghaziabad To analyze the factors that influence shoppers to visit modern retail stores.
Methodology The survey is based on interviewing grocery store consumers at Ghaziabad and Delhi. The data is collected using a random sample of consumers. Consumers who have significant knowledge of the topic were identified and selected at random for questioning. Thus, 200 respondents from both organized and unorganized retail business has been selected after taking into account their income, occupation and sex. Total 334 respondents were taken into account for analysis rest 66 has been rejected due to non completion. As per questionnaire, interviews were conducted face to face so as to capture the attitude and experience of consumers who had just purchased grocery items.
Results:
The respondents were asked a question what do you think drawback of visiting a retail store. Their views have been classified according to categories of their occupation. Further the drawback of visiting in a retail store both from organized and unorganized has been classified as follows: high prices, time taking, bad quality of goods, no customer relation, no choice of taking loose item, no credit purchasing, poor customer service, not closer to house, less variety of products, inaccurate quantity measurement, no facility of home delivery and not acceptance of credit/debit card.
50 DBMSPCE,VISNAGAR
The influence of the clothing sales assistant on the female consumers purchasing decision: an exploratory investigation
Author: Daleen van der Merwe, Marlize Stoltz and Sonica Jacobs
Publication: ISSN 0378-5254 Tydskrif vir Gesinsekologie en Verbruikerswetenskappe, Vol 36, 2008
Objectives: 1. The primary objective of this study was to narrow the gap in knowledge of the influence the clothing sales assistant has on the consumers purchasing decision in a South African context, through an exploratory investigation. 2. Consumers perceptions of the clothing sales assistant regarding their service Provision. 3. Examine the effect that the clothing sales assistant has on the consumers emotions; and lastly, to determine the influence that the clothing sales assistants service has on consumers purchasing decision.
Results:
It is evident that clothing sales assistants should avoid intrusive behavior, as this might influence the sales in the store negatively. The clothing sales assistant should give the consumer enough space to allow them to make their own decisions and strive for attributes valued by consumers.
Respondents verbalized the attributes that the sales assistants should strive for in terms of three categories, namely their characteristics, etiquette, and skills.
51 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store The positive characteristics concepts included the same characteristics that respondents expect the sales assistant to strive for, such as helpfulness, friendliness, and competence. Respondents positive mindset towards the clothing sales assistant was verbalized through the concepts respondents satisfaction with sales assistants service and respondents tolerance towards sales assistants.
The effect of perception on Indian urban female consumer buying behavior

Author: Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha
Publication: Monash Business Review Volume 4 Issue 1 April 2008
Objectives: 1. To determine the fashion involvement of selected affluent female consumers from two cities of India i.e. Jaipur In Rajasthan State and Gurgaon in Haryana State. 2. To describe the media usage, personality traits (self-confidence and public self consciousness), price perceptions (price/quality and prestige sensitivity), and selected demographic characteristics of affluent female consumers. 3. To identify relationships between fashion involvement and the media usage, personality traits (self-confidence and public self-consciousness), price perceptions (price/quality and prestige sensitivity), and selected demographic characteristics of affluent female consumers. 4. To investigate if media usage, personality traits, price perceptions, and selected demographic characteristics of affluent female consumers are predictors of their fashion involvement.
52 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Research methodology Research Design Sample size : : Exploratory 1200 female consumers over the age of 21 with an Annual household income of at least Rs. 1,00,000. Sample Unit Analysis Method : : Jaipur Rajasthan and Gurgaon Haryana Correlation analysis Regression, SPSS
Result:
1. Correlation tests results indicated that media usage, prestige sensitivity and public self consciousness were more significantly related to fashion involvement. 2. Regression results indicated that consumers media usage and price perceptions (prestige sensitivity and price/quality) were significant predictors of fashion involvement.
Uncovering retail shopping motives of Indian youth
Author: 1. Pavleen Kaur, Lecturer, Guru Nanak Dev University, Amritsar, India 2. Raghbir Singh, Professor, Guru Nanak Dev University, Amritsar, India
Publication: VOL. 8 NO 2 2007, pp 128-138
53 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Objectives: Find out the motives that drive young people to shop in departmental stores or malls. To identify the target shoppers as well as to identify the prime reasons as to why they shop.
Research methodology Research Design Sample size Sample Unit Sampling Method Analysis Method Result: 1. Indian youth primarily shop from a hedonic perspective. 2. Youth are an important consuming class owning to time pressures in dual career families with high disposable income. 3. This Age group is particular found to be considerable involved in the role of information seeker from the market and disseminator of the same to the peer group or to the family. 4. Sensory stimulants such as the background music, odour, or feel of the product play an important role in shaping the shopping exercise of these individuals and could set off impulse buying activity in them. : Structured questionnaire : 115 : : : Students of Amritsar district of Punjab Convenience Sampling Factor Analysis
54 DBMSPCE,VISNAGAR
Lifestyle Analysis A Tool for Understanding Buyer Behavior

Author: 1. Dr. Jayasree Krishnan (Professor and Head, Department of Management Studies) 2. Dr. M. Sakthivel Murugan (Professor and Head Department of Corporate Secretary ship)
Publication: jayasreepaper.pdf
Objective: 1. Do people differ in their lifestyle? 2. Do the psychographic variables discriminate significantly between groups? 3. Are the demographic characteristics of different segments significantly different? 4. Do the groups significantly differ in their buying behavior?
Research methodology: Research instrument : Questionnaire Sample size Sampling unit Area of study Analysis method : 900 : People residing in Chennai city : Chennai : Factor analysis, cluster analysis
Result:
1. Lifestyle characteristics have a great impact on the purchase behavior of the clusters. 2. In a consumption environment, a person chooses a product or brand, which seems to possess a maximum possibility of the definition or elaboration of his life style identity.
55 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store 3. Products and services are selected, purchased and consumed by the individuals, in order for them to define, actualize or extend their life style identity. 4. There is a causal effect of the individuals life style on his consumption behavior.
Sales Promotion practices in Apparel Retail Sector and Challenges Ahead.

Author: Preeta H. Vyas, IIMA Publication: W.P. No.2007-11-02, November 2007 Objectives: 1. To compare usage across exclusive and multi branded outlets. 2. To explore rationale behind such activities by examining consumer behavior. 3. To pose challenges ahead Research methodology: Research instrument Sampling method Area of study : Depth structured guide : 6 apparel retail outlet : Ahmedabad
Result: 1. seasonality affects apparel sector and hence it becomes critical for a retailer to clear off the stocks at the end of season 2. Stores loyalty cards to reward loyal users and encourage them to visit the store often and buy more by offering wide range for men, women and children.
56 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Some store also offer home furnishings, accessories and footwear, thereby providing convenience for one stop shopping. 3. All the stores used in store media to announce promotions. 4. In terms of type of consumer sales promotions, almost everyone used discount, coupon programmes and few used lucky draws, contests, gift, buy one get one free type of promotions, and only pantaloon had a unique scheme of exchange offer. 5. Usage of sales promotion activities has a direct impact on behavior as it motivates a consumer to buy now rather than in future.
Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market

Author: Sonal Kureshi, Vandana Sood , Abraham Koshy Publication: W.P. No.2007-08-02, August 2007 Objective:
1. to provide insight about the profile of the consumers of exclusive brand store, based on their demographic and psychographic characteristics 2. to find out differences if any between the Browser and Purposive customers 3. To examine the differences that emerges and draws implications for the retailer. Research Methodology: Research type : Sample size : Exploratory Research 400 Bangalore
57 DBMSPCE,VISNAGAR
Area of study :
Female consumer behavior for organized apparel retail store Analysis method: AIO scale (attitude interest opening), chi-square & Ttest
Result: 1. 73.9 percent of the customers who visited the store were males. Three-fourths males belonged to the age group of 21-30 (Table 2). This clearly indicated that there was an under representation of women customers and people in the age group of above 40 years. Majority of the customers coming to the store were students (33%) and young executives working in the private sector belonging to affluent households with income above 4.5 lakhs. 2. Out of the total sample 68.5% of the customers coming to the store were purposive while the rest indicated the reason for visit to be either to browse and/or window shop. Majority of the customers (74.6%) were found to be patrons and were revisiting the store within a year. 3. The non patrons were asked to specify their intention to revisit and it was found that 33% indicated that they would definitely revisit while the same percent were unsure of revisit. 4. The differences were examined for significance using chi-square and by comparing means using t-test. Purposive, browser and purposive patrons showed significant differences across number of statements on fashion, image consciousness, health, fitness, entertainment and shopping orientation. 5. Purposive, browser and purposive patrons showed significant differences across number of statements on fashion, image consciousness, health, fitness, entertainment and shopping orientation. 6. The browsers were lower on fashion but higher on health and fitness consciousness than the patrons, purposive and purposive patrons
58 DBMSPCE,VISNAGAR
Perceptions of the store environment for each shopping orientation:

Objectives: 1. To determine differences in importance rating of selected environmental dimensions for each shopping scenario. 2. To determine differences in importance rating of selected environmental dimensions for each shopping orientation. 3. To determine differences in perceptions of the store environment by store type for each shopping orientation. 4. To determine differences in attitude toward the stores and first store choice. Research methodology: Research instrument : Sample size Sampling unit Area of study : : : : Questionnaire and telephone interview 900 women, 18 and over Independent Sampling Company in Omaha Nebraska Pilot test, factor analysis, cluster analysis, Chi-square
Analysis method
Result: 1. There is no difference in importance rating of selected environmental dimensions for each shopping scenario. 2. There is no difference in importance rating of selected environmental dimensions for each shopping orientation. 3. There is no difference in perceptions of the store environment by store type for each shopping orientation. 4. There is no difference in attitude toward the stores and first store choice.
59 DBMSPCE,VISNAGAR
Consumer buying behavior in fashion retailing :empirical evidences

Author: Susana Garrido Azevedo, Madalena Pereira, Joao Ferreira, Vilma Pedroso
Source: MRPA (Munich Personal RePEc Archive)
Publication: MPRA Paper No. 11908 posted 03. December 2008 / 13:35
Objectives: 1. Study the gender differences in consumer buying behavior of a Portuguese population when they go shopping to buy apparel products. 2. Differences between women and men especially in terms of What, Where, When. And how they buy.
Research methodology
Research instrument : Sample size Sample Unit Sampling Method : : :
Questionnaire 221 Portugal Non Random sampling technique and Snow Ball Process
Analysis Method
T-test
60 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Result: 1. Both men and women mostly prefer clothing that may highlight their physical attributes. 2. Women go shopping mostly by impulse and bring someone, while men do it by necessity and almost always alone. 3. Both women and men buy clothing in stores that display an appealing and pleasant atmosphere, where low prices, quality and variety are highlight. 4. Women buy more often and that both genders choose to buy mostly during sales season.
61 DBMSPCE,VISNAGAR
CHAPTER 5 OBJECTIVES OF THE STUDY
5.1 Objectives of the Study

To find the Functional attributes govern a consumers choice of an Apparel Retail Outlet. To find the Psychological attributes govern a consumers choice of an Apparel Retail Outlet. To find the reasons behind buying branded apparels. To find various elements/factors responsible for changing behavior of consumers
5.2 Development of Hypotheses

Hypothesis for Age perception: (Functional Attributes) H0: There is no Age wise perceptual difference regarding price range as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding price range as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Location as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Location as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Design availability as preference of a retail apparel store over other.
62 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Age wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding store name as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding store name as preference of a retail apparel store over other. Ho: There is no Age wise perceptual difference regarding Store size as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Store size as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other.
63 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Age wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H1: There is no Age wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other.
64 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Age wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. (Psychological Attributes) H0: There is no Age wise perceptual difference regarding layout as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding layout as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding symbols as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding symbols as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding colours as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding colours as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding Advertising as preference of a retail apparel store over other.
65 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Age wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding display as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding display as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H1: There is Age wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H0: There is no Age wise perceptual difference regarding references as preference of a retail apparel store over other. H1: There is no Age wise perceptual difference regarding references as preference of a retail apparel store over other.
66 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Hypothesis for perception of Educational qualification: (Functional Attributes) H0: There is no Education wise perceptual difference regarding price range as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding price range as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Location as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Location as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other.
67 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Education wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding store name as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding store name as preference of a retail apparel store over other. Ho: There is no Education wise perceptual difference regarding Store size as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Store size as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H1: There is no Education wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding after sales service as preference of a retail apparel store over other.
68 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Education wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other.
69 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store (Psychological Attributes) H0: There is no Education wise perceptual difference regarding layout as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding layout as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding symbols as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding symbols as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding colours as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding colours as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other.
70 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Education wise perceptual difference regarding display as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding display as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H1: There is Education wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H0: There is no Education wise perceptual difference regarding references as preference of a retail apparel store over other. H1: There is no Education wise perceptual difference regarding references as preference of a retail apparel store over other. Hypotheses for occupation perception (Functional Attributes) H0: There is no Occupation wise perceptual difference regarding price range as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding price range as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Location as preference of a retail apparel store over other.
71 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Occupation wise perceptual difference regarding Location as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding store name as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding store name as preference of a retail apparel store over other. Ho: There is no Occupation wise perceptual difference regarding Store size as preference of a retail apparel store over other.
72 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Occupation wise perceptual difference regarding Store size as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H1: There is no Occupation wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other.
73 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Occupation wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. (Psychological Attributes) H0: There is no Occupation wise perceptual difference regarding layout as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding layout as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding symbols as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding symbols as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding colours as preference of a retail apparel store over other.
74 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is Occupation wise perceptual difference regarding colours as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding display as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding display as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H1: There is Occupation wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H0: There is no Occupation wise perceptual difference regarding references as preference of a retail apparel store over other.
75 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H1: There is no Occupation wise perceptual difference regarding references as preference of a retail apparel store over other. Hypotheses for Monthly Income perception (Functional Attributes) H0: There is no Income wise perceptual difference regarding price range as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding price range as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Location as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Location as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Design availability as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Credit facility as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Range of Apparel as preference of a retail apparel store over other.
76 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Income wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding type of Apparel as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding store name as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding store name as preference of a retail apparel store over other. Ho: There is no Income wise perceptual difference regarding Store size as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Store size as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding availability of latest trends in Apparels as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. H1: There is no Income wise perceptual difference regarding service of the staff as preference of a retail apparel store over other.
77 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Income wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding after sales service as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Loyalty programme as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding previous interaction with outlet as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Knowledge of the staff as preference of a retail apparel store over other. (Psychological Attributes) H0: There is no Income wise perceptual difference regarding layout as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding layout as preference of a retail apparel store over other.
78 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Income wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Architecture of the store as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding symbols as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding symbols as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding colours as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding colours as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding Advertising as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding display as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding display as preference of a retail apparel store over other.
79 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store H0: There is no Income wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H1: There is Income wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. H0: There is no Income wise perceptual difference regarding references as preference of a retail apparel store over other. H1: There is no Income wise perceptual difference regarding references as preference of a retail apparel store over other.
80 DBMSPCE,VISNAGAR
CHAPTER 6: RESEARCH METHODOLOGY

6.1 Research Design:
The research under taken is descriptive in nature. Descriptive will be use for study related female consumer behavior. The research will identify effects of age, educational qualification, occupation and family monthly Income on female customer perception towards organized retail stores on evaluation of apparel products.
It will also study the perception of customers and attitude regarding organized retail stores functional and psychological factor. Hypotheses regarding various factors and risk perception of consumers would be formulated and tested through primary and secondary data including research and survey of the consumers.
6.2 Methods of Data Collection:

Types of data: Both Primary and Secondary data will be used for the study.
Sources of primary data: Data will be collected through customers those who have visited various organized apparel retail stores will be contacted for response through questionnaires.
Sources of secondary data: Relevant Journals, reference books, websites etc. will be studied.
81 DBMSPCE,VISNAGAR
6.3 Sampling Plan:

Population: The study will include a customers of various organized apparel retail store included of all demographics like age groups and from a variety of occupations, which purchase branded readymade apparel/garments from organized apparel retail store.
Sampling unit: An individual shopper of various apparel organized retail store.
Sampling method: As the primary focus of this study is the customer perception for apparel brands various stores, convenience sampling method of sample selection will device the sample in generic shopping behavior. Questions will be developed in the questionnaire to get the feedback from the respondents about their response for their shopping.
Sample Size: Sample size affects the accuracy of results. Sample size also has a direct impact on the appropriateness of the statistical techniques chosen. The size of the sample for this study will be designed in accordance with factors like, precision level of the study, number of variables, and the criterion for applying the analytical techniques. According to Roscoe (1975), sample sizes larger than 30 and less than 500 are appropriate for most of the research. Various earlier researches in the area of intense competitive interaction between private labels and national brands have been conducted keeping a sample size within the range of 150 to 530. The study will use Analysis of Variance and t test to examine the relational hypotheses for perception regarding atmospheric factors influencing buying behaviour. Sample size in this research is 134 respondents.
82 DBMSPCE,VISNAGAR
6.4 Techniques to be used

A questionnaire will be developed to collect the data. The questionnaire will be comprised of different sections. First section for screening the respondents are purchase branded apparels or not. Second section includes reasons for buying of the branded apparels and various stores. Third section includes functional and psychological factors which effect on shoppers buying behavior and last section for demographic and personal information of respondents. The data of survey collected from 5th April, 2011 to 11th April, 2011.
6.5 Data Analysis methods Different statistical techniques use to analyze the collected data. To test the hypotheses, statistical techniques like ANOVA will be used in the study.
83 DBMSPCE,VISNAGAR
Chapter: 7 Analysis of Data

7.1 Respondents profile 7.1.1 Age:
Frequency Below 25 25-35 36-45 Total 106 24 4 134 Table: 7.1.1 Age Percent 79.1 17.9 3 100
Age
120 100 80 60 40 20 0 Frequency Below 25 106 25-35 24 36-45 4
Graph: 7.1.1 Age
84 DBMSPCE,VISNAGAR
Interpretation: From the above chart we can say that out of total 134 respondent 106 respondent are of below 25 year age group. i.e. below 25 year age group represent the highest 79.1 % respondent. The 24 respondent (17.9 %) are from age group of 25-35 year. Remaining 4 respondents (3 %) are from age group of 36-45 year.
7.1.2
Educational Qualification: Frequency PG Graduate Diploma Schooling Total 87 41 3 3 134 Table: 7.1.2 Educational Qualification Percent 64.9 30.6 2.2 2.2 100
Educational Qualification
100 80 60 40 20 0 PG Frequency 87 Graduat e 41 Diploma 3 Schoolin g 3
Graph: 7.1.2 Educational Qualification

85 DBMSPCE,VISNAGAR
Interpretation: 87 respondents are post graduate, which represent the highest 64.9 % respondent. 41 respondents are graduate. 3 respondents are diploma. 3 respondents are schooling. Respondents from diploma and schooling represent the lowest 2.2 % respondent.
7.1.3
Occupation: Frequency Housewife Professional Student Business Government Employee Total 19 27 86 1 1 134 Table: 7.1.3 occupation Percent 14.2 20.1 64.2 0.7 0.7 100
86 DBMSPCE,VISNAGAR
Occupation
100 80 60 40 20 0 Housewif e Professio nal Student Business Governm ent Employe e 1
Frequency
19
27
86
Graph: 7.1.3 occupation Interpretation: From total respondents 19 respondents (14.2 %) are housewife. 27 respondents (20.1 %) are professional. 86 respondents (64.2 %) are student which represent the highest proportion of respondents. 1 respondent are doing the business and 1 respondent are government employee.
7.1.4 Family monthly Income:

Frequency
Up to Rs. 15000 Rs. 15001 - 30000 Rs. 30001- 50000
Percent 8.2 21.6 24.6 45.5 100
11 29 33 61 134 Table: 7.1.4 Family monthly Income
Above Rs. 50000 Total
87 DBMSPCE,VISNAGAR
70
60
50
40
30
20
10
0 Up to Rs. 15000 11 Rs. 15001 30000 29 Rs. 3000150000 33 Above Rs. 50000 61
frequency
Graph: 7.1.4 Family monthly Income Interpretation: 11 respondents (8.2 %) are having the monthly income of up to Rs.15000. 29 respondents (21.6 %) are having income between Rs. 15001-30000. 33 respondents (24.6 %) are having income between Rs. 30001-50000. 61 respondents (45.5 %) are having income above Rs. 50000. This represents the highest portion of respondents.
88 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store 7.2 Type of apparel: Frequency Traditional Modern Both Total 18 19 97 134 Table: 7.2 Type of Apparel Percent 13.4 14.2 72.4 100
Type of Apparel
100 90 80 70 60 50 40 30 20 10 0 Frequency Traditional 18 Modern 19 Both 97
Graph: 7.2 Type of Apparel Interpretation: 18 respondents (13.4 %) are wearing or using the traditional apparel. This represents lowest portion of respondents. 19 respondents (14.2 %) are wearing the modern apparel. 97 respondents (72.4 %) are wearing both type of apparel i.e. traditional and modern.
89 DBMSPCE,VISNAGAR
7.3
Frequency of visiting store: Frequency Once a week More than once a week Once a month once a year Total 15 20 83 16 134 Table: 7.3 Frequency of visiting store Percent 11.2 14.9 61.9 11.9 100
Frequency of Visiting store

90 80 70 60 50 40 30 20 10 0 Once a week Frequency 15 More than once a week 20 Once a month 83 once a year
16
Graph: 7.3 Frequency of visiting store Interpretation: 15 respondents (11.2 %) are visiting store once a week. 20 respondents (14.9 %) are visiting store more than once a week. 83 respondents (61. 9 %) are visiting store once a month. 16 respondents (11.9 %) are visiting store once a year.
90 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store From this we can say that majority of respondents i.e. around 62 % respondents are visiting a store once a month. 7.4 With whom do you like to go for shopping? Frequency Alone With family With friends Total 11 69 54 134 Table: 7.4 With whom do you like to go for Shopping Percent 8.2 51.5 40.3 100
70 60 50 40 30 20 10 0 Frequency Alone 11 With family 69 With friends 54
Graph: 7.4 With whom do you like to go for Shopping
91 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Interpretation: From the chart we can say that 11 respondents are like to go for shopping alone. 69 respondents are like to go for shopping with family. i.e. 51.5 % respondents are going for shopping with family. 54 respondents are like to go for shopping with friends.
7.5
On every visit how much time do you spend in a store? Frequency 1 hour 2 hours 3 hours 37 69 21 7 134
Table: 7.5 Time spend on every visit in a store
Percent 27.6 51.5 15.7 5.2 100
4 hours & more Total
70 60 50 40 30 20 10 0 1 hour Frequency 37 2 hours 69 3 hours 21 4 hours & more 7
Graph: 7.1.8 Time spend on every visit in a store
92 DBMSPCE,VISNAGAR
Interpretation: From the chart we can say that 37 respondents (27.6 %) are spending 1 hour or less than 1 hour time on every visit of the store. 69 respondents (51.5 %) are pending 2 hours time on visit of the store. 21 respondents are spending 3 hours on visit of the store. 7 respondents are spending 4 hours or more than 4 hours on visit of the store. i.e. only 5.2 % respondent are spending 4 hours or more than 4 hours on every visit of the store.
7.6
How frequently do you go for buying apparel in a year?
Frequency less than 3 times 3 to 5 times more than 5 times Total 22 62 50 134
Percent 16.4 46.3 37.3 100
Table: 7.6 Frequency of going for buying apparel in a year
93 DBMSPCE,VISNAGAR
70 60 50 40 30 20 10 0 less than 3 times 22 3 to 5 times 62 more than 5 times 50
Frequency
Graph: 7.6 Frequency of going for buying apparel in a year
Interpretation: From the chart we can say that 22 respondents (16.4 %) are going for buying the apparel less than 3 times a year. The 62 respondents (46.3 %) are going for buying the apparel 3 to 5 times a year. And the remaining 50 respondents (37.3 %) are going for buying the apparel more than 5 times a year. 7.7 What is your expenditure on apparel per year? Frequency less than Rs.2500 Rs. 2500 - 5000 Rs. 5001- 7500 More than Rs. 7500 Total 10 49 40 35 134 Table: 7.7 Expenditure on apparel per year Percent 7.5 36.6 29.9 26.1 100
94 DBMSPCE,VISNAGAR
Expenditure on Apparel per year

50 40 30 20 10 0 less than Rs.2500 10 Rs. 2500 5000 49 Rs. 50017500 40 More than Rs. 7500 35
Frequency
Graph: 7.7 Expenditure on apparel per year
Interpretation: The above chart explains the level of approximate expenditure on apparel per year. 10 respondents (7.5 %) are spending less than Rs. 2500 on apparel per year. 49 respondents (36.6 %) are spending Rs. 2500 to Rs. 5000 on apparel per year. 40 respondents (29.9 %) are spending Rs.5001 to Rs. 7500 on apparel per year. And the 35 respondents are spending more than Rs. 7500 on apparel per year.
7.8
Do you purchase branded apparel? Frequency Yes No Total 115 19 134 Percent 85.8 14.2 100
95
DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Table: 7.8 purchase of branded apparel
120 100 80 60 40 20 0 Frequency Yes 115 No 19
Graph: 7.8 purchase of branded apparel
Interpretation: The chart showing the frequency of respondent who buying the branded apparel. The 115 respondents (85.8 %) are buying the branded apparel. The 19 respondents are not buying the branded apparel. i.e. only 14.2 % respondents are not buying the branded apparel while all other are buying the branded apparel.
96 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store 7.9 Age wise purchase of branded apparel Age Below 25 Do you purchase branded apparel? Total Yes No 90 16 106 25-35 21 3 24 36-45 4 0 4 Total 115 19 134
Table: 7.9 Age * Purchase of branded apparel
100 80 60 40 20 0 Yes No Below 25 90 16 25-35 21 3 36-45 4 0
Graph: 7.9 Age * Purchase of branded apparel Interpretation: In age group of below 25 year, out of 106 respondents 90 respondents are buying the branded apparels and only 16 respondents are not buying the branded apparel. In age group of 2535 year, out of 24 respondents 21 are buying the branded apparels and 3 respondents are not buying the branded apparels. In age group of 36-45 year, all 4 respondents are buying the branded apparels.
97 DBMSPCE,VISNAGAR
7.10
Education wise purchase of branded Apparel Educational Qualification PG Graduate 34 7 41 Diploma 1 2 3 Schooling 2 1 3 Total 115 19 134
Do you purchase branded apparel? Total
Yes No
78 9 87
Table: 7.10 Education * purchase of Branded Apparel
80 70 60 50 40 30 20 10 0 Yes No PG 78 9 Graduate 34 7 Diploma 1 2 Schooling 2 1
Graph: 7.10 Education * purchase of Branded Apparel Interpretation: Out of 87 PG respondents 78 are buying the branded apparels. Out of 41 graduate respondents 34 are buying the branded garments The ratio of buying branded apparels in respondent from diploma and school are lower compare to respondents from PG and graduate.
98 DBMSPCE,VISNAGAR
7.11
Occupation wise purchase of branded apparel Occupation Government Housewife Professional 24 Student 73 Business 1 Employee 1 Total 115
Do you purchase branded apparel? Total
Yes No
16
3 19
3 27
13 86
0 1
0 1
19 134
Table: 7.11 Occupation * purchase of branded apparel
80 70 60 50 40 30 20 10 0 Housewife Profession al 24 3 Student Business Governme nt Employee 1 0
Yes No
16 3
73 13
1 0
Graph: 7.11 Occupation * purchase of branded apparel
99 DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Interpretation: Out of 19 respond from housewife segment the 16 respondents are buying the branded apparels. Mostly all professional are buying the branded apparel i.e. out of 27 professional respondent 24 are buying the branded apparels. Out of 86 respondents from student group 73 are buying the branded apparels. Respondents from business and government employee group are also buying the branded apparels. 7.12 Family monthly income wise purchase of branded apparel Family monthly income Up to Rs. 15000 Do you purchase branded apparel? Total 5 11 3 29 6 33 5 61 19 134 Yes No 6 Rs. 1500130000 26 Rs. 3000150000 27 Above Rs. 50000 56 Total 115
Table: 7.12 Family monthly Income * Purchase of branded Apparel
100 DBMSPCE,VISNAGAR
60
50
40
30
20
10
0 Up to Rs. 15000 6 5 Rs. 1500130000 26 3 Rs. 3000150000 27 6 Above Rs. 50000 56 5
Yes No
Graph: 7.12 Occupation * purchase of branded apparel Interpretation: In Income group of up to Rs. 15000, the 6 respondents are buying the branded apparels and 5 respondents are not buying the branded apparels. Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the branded apparels and3 respondents are not buying the branded apparels. Mostly all respondents are buying the branded apparels who have income more than Rs. 30000 per month.
Female consumer behavior for organized apparel retail store 7.13 Where do you buy your apparel from? Frequency Branded apparel outlets any other outlets Total 116 18 134 Percent 86.6 13.4 100
Table: 7.13 where do you buy your Apparel from
120 100 80 60 40 20 0 Branded apparel outlets 116 Any other outlets 18
Frequency
Graph: 7.13 where do you buy your Apparel from Interpretation: 116 respondents (86.6 %) respondents are buying the apparel from branded apparel outlets. And remaining 18 respondents (13.4 %) are buying from any other outlets.
7.14
Where do you buy your apparel from? * Age Cross tabulation Age Below 25 25-35 21 36-45 4 Total 116
Where do you buy your apparel from?
Branded apparel outlets any other outlets
91
15 Total Table: 7.14 106
3 24
0 4
18 134
Where do you buy your apparel from? * Age
100 90 80 70 60 50 40 30 20 10 0 Yes No Below 25 91 15 25-35 21 3 36-45 4 0
Graph: 7.14 where do you buy your apparel from? * Age Interpretation: In age group of below 25 year, out of 106 respondents 91 respondents are buying the apparel from branded apparel outlets and only 15 respondents are buying from any other outlets.
Female consumer behavior for organized apparel retail store In age group of 2535 year, out of 24 respondents 21 respondents are buying the apparel from branded apparel outlets and only 3 respondents are buying from any other outlets. In age group of 36-45 year, all 4 respondents are buying the apparel from the branded apparels outlets.
7.15
Where do you buy your apparel from? * Educational Qualification Cross
tabulation Educational Qualification PG Where do you buy your apparel from? Branded apparel outlets any other outlets 78 9 87 34 7 41 2 1 3 2 1 3 116 18 134 Graduate Diploma Schooling Total
Total
Table: 7.15 where do you buy your apparel from? * Educational Qualification
80 70 60 50 40 30 20 10 0 Yes No PG 78 9 Graduate 34 7 Diploma 2 1 Schooling 2 1
Graph: 7.15 where do you buy your apparel from? * Educational Qualification
Interpretation: 78 PG respondents are buying apparel from the branded apparel outlets. 34 Graduate respondents are buying from the branded apparel outlets. The ratio of buying the apparel from branded apparel outlet is lower in respondents from the schooling and Diploma groups.
7.16
Where do you buy your apparel from? * Occupation Cross tabulation Occupation Government Housewife Professional Student Business Employee Total
Where do you buy your apparel from?
Branded apparel outlets any other outlets 3 19 3 27 12 86 0 1 0 1 18 134 16 24 74 1 1 116
Total Table: 7.16
Where do you buy your apparel from? * Occupation
80 70 60 50 40 30 20 10 0 Housewife Profession al 24 3 Student Business Governme nt Employee 1 0
Yes No
16 3
74 12
1 0
Graph: 7.16 Interpretation:
Where do you buy your apparel from? * Occupation
Out of 19 respond from housewife segment the 16 respondents are buying the apparels from branded apparel outlets. Mostly all professional are buying the apparel from branded outlets. i.e. out of 27 professional respondent 24 are buying the apparel from branded outlets. Out of 86 respondents from student group 74 are buying the branded apparel from branded apparel outlets. Respondents from business and government employee group are also buying the branded apparels from branded apparel outlets.
7.17
Where do you buy your apparel from? * Family monthly income Cross
tabulation Family monthly income Up to Rs. 15000 Where do you buy your apparel from? Total Table: 7.17 Branded apparel outlets any other outlets 5 11 3 29 6 33 5 61 18 134 6 26 27 56 116 Rs. 1500130000 Rs. 3000150000 Above Rs. 50000 Total
Where do you buy your apparel from? * Family monthly income
60
50
40
30
20
10
0 Branded apparel outlets any other outlets Up to Rs. 15000 6 5 Rs. 1500130000 26 3 Rs. 3000150000 27 6 Above Rs. 50000 56 5
Graph: 7.17
Where do you buy your apparel from? * Family monthly income
Interpretation: In Income group of up to Rs. 15000, the 6 respondents are buying the apparels from branded apparel outlets and 5 respondents are buying from any other outlets. Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the apparels from branded apparel outlets and3 respondents are buying from any other outlets. Mostly all respondents are buying apparel from branded apparel outlets who have income more than Rs. 30000 per month.
7.18
Reasons for buying branded apparels: Frequency
Price of apparel Easy Availability Quality of apparel Status symbol Comfortable Brand Image Durability Value for money
33 25 103 33 65 47 58 51 Table: 7.18 Reason for buying branded apparels
Frequency
103 65 33 25 33 47 58
Frequency
51
Graph: 7.18 Reason for buying branded apparels
Female consumer behavior for organized apparel retail store Interpretation: The above chart shows the reason behind the purchasing of branded apparel. 103 respondents are highly quality consciousness. i.e. 103 respondents are buying the branded apparel for high quality purpose. 65 respondents are buying the branded garment for comfortability with branded apparels. 58 respondents are more concern with durability of apparels. 51 respondents are saying that they are placing the high value for money in branded apparels. 7.19 Branded apparel outlets Frequency Levis Pantaloons Westside Oyo Spykar Hara Globus DJ & C Pepe Jeans Zola Lee Table: 7.19 Branded apparel store 51 79 44 19 26 49 17 31 41 10 49
79 51
Frequency
44 19 26 17 49 31 10 41 49
Graph: 7.19 Branded apparel store Interpretation: 51 respondents have visited Levis store, 79 respondents have visited pantaloons, 44 respondents have visited Westside, 19 respondents have visited Oyo, 26 respondents have visited spykar, 49 respondents have visited Globus, 31 respondents have visited DJ & C, 41 respondents have visited Pepe jeans, 10 respondents have visited Zola, and 49 respondents have visited Lee. The highest frequency of respondents who have visited the store is Pantaloons and the lowest frequency of respondents who have visited the store is Zola.
7.20
Perception of functional attributes of preference of a retail apparel store Descriptive statistics Attributes N Minimum Maximum Mean Standard deviation
Price range Location Design availability Credit facility Range of Apparel Type of apparel Store name Store size Availability of latest trends in Apparels Offers and Discounts Service of the staff After Sales Service Loyalty programme Parking Space Availability(Amenities) Previous interaction with the outlet Knowledge of the staff
116 116 116 116 116 116 116 116 116
1 1 1 1 1 1 1 1 1
5 5 5 5 5 5 5 5 5
3.0948 3.3190 3.9224 2.7414 3.5086 3.6810 2.8190 2.3793 3.9310
1.22991 1.13131 1.07259 1.26574 1.10725 1.10807 1.15419 1.21337 1.13232
116 116 116 116 116
1 1 1 1 1
5 5 5 5 5
3.4914 3.7328 3.3534 2.7672 2.8879
1.23356 0.9458 1.02367 1.17479 1.11723
116
3.4310
1.16637
116
3.3793
1.10851
Table: 7.20 Perception of functional attributes of preference of a retail apparel store over
other store
Female consumer behavior for organized apparel retail store Interpretation:
From the above table we can say that Availability of latest trend in Apparel and Design availability are the most important functional attributes for preference of retail Apparel store because the mean 3.9310 & 3.9224 is higher compare to mean of other functional attributes.
Other attribute like Range of Apparel, Type of Apparel , Location, and Offers are also playing the important role for preference of retail store because the mean of these attributes are also around 3.50.
7.21 Perception of Psychological attributes of preference of a retail apparel store
Descriptive statistics Attributes N Minimum Maximum Mean Standard deviation Layout Architecture of the store Symbols Colours Advertising Store sales personnel Display Points of sale material Courteous staff References 116 116 116 116 116 116 116 116 1 1 1 1 1 1 1 1 5 5 5 5 5 5 5 5 2.8966 3.3017 3.3362 3.2069 3.7241 3.4483 3.5431 3.5517 1.23274 1.32678 1.13401 0.98261 1.04329 1.05985 1.08261 1.16727 116 116 1 1 5 5 3.0259 3.0862 0.95518 0.99187
Table: 7.21 Perception of Psychological attributes of preference of a retail apparel store over other store
Female consumer behavior for organized apparel retail store Interpretation: From the above table we can say that the most important Psychological attribute for preference of retail apparel store is display which having the highest mean 3.7241.Means people are more likely to consider the display of product while selecting the retail apparel store. Other attribute like layout, Architecture of the store, colours, Advertising, Store sales personnel, Point of sale material , Courteous of the staff, and reference are also playing the important role for preference of the retail apparel store, because all these attribute are having the mean higher than 3.00.
CHAPTER 8 Hypothesis Testing

8.1 ANOVA for Age Perception 8.1.1 Functional Attributes
Sum of Squares Price range (Functional attributes) Between Groups Within Groups Total Location Between Groups Within Groups Total Design availability Between Groups Within Groups Total Credit facilities Between Groups Within Groups Total Range of apparel Between Groups 6.501 2 3.25 2.731 0.069
Mean df Square F Sig.
0.708
0.354
0.231
0.794
173.249 173.957
113 115
1.533
0.257
0.128
0.099
0.906
146.941 147.198
113 115
1.3
0.906
0.453
0.39
0.678
131.396 132.302
113 115
1.163
6.893
3.447
2.196
0.116
177.348 184.241
113 115
1.569
Female consumer behavior for organized apparel retail store Within Groups Total Type of apparel Between Groups Within Groups Total Store name Between Groups Within Groups Total Store size Between Groups Within Groups Total Availability of latest trend in apparel Between Groups Within Groups Total Offers and discounts Between Groups Within Groups Total Service of the staff Between Groups 2.574 2 1.287 1.452 0.238 168.706 174.991 113 115 1.493 6.285 2 3.143 2.105 0.127 147.297 147.448 113 115 1.304 0.152 2 0.076 0.058 0.944 166.099 169.31 113 115 1.47 3.211 2 1.606 1.092 0.339 152.656 153.198 113 115 1.351 0.543 2 0.271 0.201 0.818 140.777 141.198 113 115 1.246 0.422 2 0.211 0.169 0.845 134.491 140.991 113 115 1.19
Female consumer behavior for organized apparel retail store Within Groups Total After sales service Between Groups Within Groups Total loyalty programme Between Groups Within Groups Total Parking space (Amenities) Between Groups Within Groups Total Previous interaction with outlet Between Groups Within Groups Total Knowledge of the staff Between Groups Within Groups Total Table: 8.1.1 135.227 141.31 113 115 1.197 6.083 2 3.042 2.542 0.083 151.856 156.448 113 115 1.344 4.592 2 2.296 1.709 0.186 138.989 143.543 113 115 1.23 4.554 2 2.277 1.851 0.162 158.414 158.716 113 115 1.402 0.302 2 0.151 0.108 0.898 119.568 120.509 113 115 1.058 0.941 2 0.47 0.445 0.642 100.142 102.716 113 115 0.886
ANOVA for Functional Attributes of Age perception
Female consumer behavior for organized apparel retail store Interpretation: Calculated Value of F statistics is 0.231 and probability value for testing our hypothesis is 0.794 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding price range as preference of a retail apparel store over other. Calculated Value of F statistics is 0.099 and probability value for testing our hypothesis is 0.906 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding location as preference of a retail apparel store over other. Calculated Value of F statistics is 0.390 and probability value for testing our hypothesis is 0.678 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding design availability as preference of a retail apparel store over other. Calculated Value of F statistics is 2.196 and probability value for testing our hypothesis is 0.116 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding credit facility as preference of a retail apparel store over other. Calculated Value of F statistics is 2.731 and probability value for testing our hypothesis is 0.069 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding range of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.169 and probability value for testing our hypothesis is 0.845 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding type of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.201 and probability value for testing our hypothesis is 0.818 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding store name as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store Calculated Value of F statistics is 1.092 and probability value for testing our hypothesis is 0.329 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding store size as preference of a retail apparel store over other. Calculated Value of F statistics is 0.058 and probability value for testing our hypothesis is 0.944 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding availability of latest trend in apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 2.105 and probability value for testing our hypothesis is 0.127 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. Calculated Value of F statistics is 1.452 and probability value for testing our hypothesis is 0.238 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. Calculated Value of F statistics is 0.445 and probability value for testing our hypothesis is 0.642 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding after sales service as preference of a retail apparel store over other. Calculated Value of F statistics is 0.108 and probability value for testing our hypothesis is 0.898 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding loyalty programme as preference of a retail apparel store over other. Calculated Value of F statistics is 1.851 and probability value for testing our hypothesis is 0.162 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding parking space availability (amenities)as preference of a retail apparel store over other. Calculated Value of F statistics is 1.709 and probability value for testing our hypothesis is 0.186 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no Age wise perceptual difference regarding previous interaction with the outlet as preference of a retail apparel store over other. Calculated Value of F statistics is 2.542 and probability value for testing our hypothesis is 0.083 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding knowledge of the staff as preference of a retail apparel store over other.
8.1.2 Psychological attributes

Sum of Squares Layout(Psychological attributes) Between Groups Within Groups Total Architecture of the store Between Groups Within Groups Total Symbols Between Groups Within Groups Total Colours Between Groups Within Groups Total 196.691 202.44 113 115
2.568
1.284
1.418
0.247
102.354 104.922
113 115
0.906
4.896
2.448
2.556
0.082
108.242 113.138
113 115
0.958
21.232
10.616
7.814
0.001
153.527 174.759
113 115
1.359
5.748
2.874
1.651
0.196
1.741
Female consumer behavior for organized apparel retail store Advertising Between Groups Within Groups Total Store sales personnel Between Groups Within Groups Total Display Between Groups Within Groups Total Point of sales material Between Groups Within Groups Total Courteous staff Between Groups Within Groups Total Reference Between Groups Within Groups Total Table: 8.1.2
DBMSPCE,VISNAGAR
21.232
10.616
9.472
126.656 147.888
113 115
1.121
0.431
0.216
0.22
0.803
110.603 111.034
113 115
0.979
7.228
3.614
3.463
0.035
117.944 125.172
113 115
1.044
3.8
1.9
1.719
0.184
124.89 128.69
113 115
1.105
10.269
5.134
4.66
0.011
124.516 134.784
113 115
1.102
5.924
2.962
2.22
0.113
150.766 156.69
113 115
1.334
ANOVA for Psychological Attributes of Age perception

121
Female consumer behavior for organized apparel retail store Interpretation: Calculated Value of F statistics is 1.418 and probability value for testing our hypothesis is 0.247 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding layout as preference of a retail apparel store over other. Calculated Value of F statistics is 2.556 and probability value for testing our hypothesis is 0.082 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding architecture of the store as preference of a retail apparel store over other. Calculated Value of F statistics is 7.814 and probability value for testing our hypothesis is 0.001 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Age wise perceptual difference regarding symbols as preference of a retail apparel store over other. Calculated Value of F statistics is 1.651 and probability value for testing our hypothesis is 0.196 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding colours as preference of a retail apparel store over other. Calculated Value of F statistics is 9.492 and probability value for testing our hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Age wise perceptual difference regarding advertising as preference of a retail apparel store over other. Calculated Value of F statistics is 0.220 and probability value for testing our hypothesis is 0.803 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. Calculated Value of F statistics is 3.463 and probability value for testing our hypothesis is 0.035 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Age wise perceptual difference regarding display as preference of a retail apparel store over other. Calculated Value of F statistics is 1.719 and probability value for testing our hypothesis is 0.184 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no Age wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. Calculated Value of F statistics is 4.660 and probability value for testing our hypothesis is 0.011 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Age wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. Calculated Value of F statistics is 0.2.220 and probability value for testing our hypothesis is 0.113 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Age wise perceptual difference regarding references as preference of a retail apparel store over other.
8.2 ANOVA Educational Qualification 8.2.1 Functional Attributes

Sum of Squares Price range (Functional attributes) Between Groups Within Groups Total Location Between Groups Within Groups Total Design availability Between Groups Within Groups 126.559 112 1.13
17.78
5.927
4.25
0.007
156.177 173.957
112 115
1.394
0.944
0.315
0.241
0.868
146.254 147.198
112 115
1.306
5.743
1.914
1.694
0.172
Female consumer behavior for organized apparel retail store Total Credit facilities Between Groups Within Groups Total Range of apparel Between Groups Within Groups Total Type of apparel Between Groups Within Groups Total Store name Between Groups Within Groups Total Store size Between Groups Within Groups Total Availability of latest trend in apparel Between Groups Within Groups 139.017 112 1.241 8.432 3 2.811 2.264 0.085 161.235 169.31 112 115 1.44 8.075 3 2.692 1.87 0.139 146.892 153.198 112 115 1.312 6.306 3 2.102 1.603 0.193 137.287 141.198 112 115 1.226 3.911 3 1.304 1.064 0.368 126.444 140.991 112 115 1.129 14.547 3 4.849 4.295 0.007 179.905 184.241 112 115 1.606 4.336 3 1.445 0.9 0.444 132.302 115
Female consumer behavior for organized apparel retail store Total Offers and discounts Between Groups Within Groups Total Service of the staff Between Groups Within Groups Total After sales service Between Groups Within Groups Total loyalty programme Between Groups Within Groups Total Parking space (Amenities) Between Groups Within Groups Total Previous intraction with outlet Between Groups Within Groups 143.38 112 1.28 13.068 3 4.356 3.403 0.02 139.209 143.543 112 115 1.243 4.334 3 1.445 1.162 0.327 154.962 158.716 112 115 1.384 3.754 3 1.251 0.904 0.441 117.797 120.509 112 115 1.052 2.711 3 0.904 0.859 0.465 100.88 102.716 112 115 0.901 1.835 3 0.612 0.679 0.567 172.382 174.991 112 115 1.539 2.609 3 0.87 0.565 0.639 147.448 115
Female consumer behavior for organized apparel retail store Total Knowlege of the staff Between Groups Within Groups Total Table: 8.2.1 137.145 141.31 112 115 1.225 4.166 3 1.389 1.134 0.339 156.448 115
ANOVA for Functional Attributes of Education perception
Interpretation:
Calculated Value of F statistics is 4.250 and probability value for testing our hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is rejected. Means there is education wise perceptual difference regarding price range as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.241 and probability value for testing our hypothesis is 0.868 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding location as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.694 and probability value for testing our hypothesis is 0.172 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding design availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.900 and probability value for testing our hypothesis is 0.444 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding credit facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 4.295 and probability value for testing our hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is rejected. Means there is education wise perceptual difference regarding range of apparel as preference of a retail apparel store over other.
126
DBMSPCE,VISNAGAR
Female consumer behavior for organized apparel retail store Calculated Value of F statistics is 1.064 and probability value for testing our hypothesis is 0.368 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding type of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 1.603 and probability value for testing our hypothesis is 0.193 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding store name as preference of a retail apparel store over other. Calculated Value of F statistics is 1.870 and probability value for testing our hypothesis is 0.139 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding store size as preference of a retail apparel store over other. Calculated Value of F statistics is 2.264 and probability value for testing our hypothesis is 0.085 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding availability of latest trend in apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.565 and probability value for testing our hypothesis is 0.639 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. Calculated Value of F statistics is 0.679 and probability value for testing our hypothesis is 0.567 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. Calculated Value of F statistics is 0.859 and probability value for testing our hypothesis is 0.465 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding after sales service as preference of a retail apparel store over other. Calculated Value of F statistics is 0.904 and probability value for testing our hypothesis is 0.441 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no education wise perceptual difference regarding loyalty programme as preference of a retail apparel store over other. Calculated Value of F statistics is 1.162 and probability value for testing our hypothesis is 0.327 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no education wise perceptual difference regarding parking space availability (amenities)as preference of a retail apparel store over other. Calculated Value of F statistics is 3.403 and probability value for testing our hypothesis is 0.020 because this value is less than 0.05. Our null hypothesis is rejected. Means there is education wise perceptual difference regarding previous interaction with the outlet as preference of a retail apparel store over other. Calculated Value of F statistics is 1.134 and probability value for testing our hypothesis is 0.339 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding knowledge of the staff as preference of a retail apparel store over other.

Sum of Squares Layout(Psychological attributes) Between Groups Within Groups Total Architecture of the store Between Groups Within Groups Total 112.932 113.138 112 115 1.008 0.206 3 0.069 0.068 0.977 100.983 104.922 112 115 0.902 3.94 3 1.313 1.457 0.23 df Mean Square F Sig.
Female consumer behavior for organized apparel retail store Symbols Between Groups Within Groups Total Colours Between Groups Within Groups Total Advertising Between Groups Within Groups Total Store sales personnel Between Groups Within Groups Total Display Between Groups Within Groups Total Point of sales material Between Groups Within Groups Total 123.697 128.69 112 115 1.104 4.993 3 1.664 1.507 0.217 122.389 125.172 112 115 1.093 2.783 3 0.928 0.849 0.47 109.03 111.034 112 115 0.973 2.004 3 0.668 0.686 0.562 130.738 147.888 112 115 1.167 17.15 3 5.717 4.897 0.003 173.336 202.44 112 115 1.548 29.104 3 9.701 6.268 0.001 157.098 174.759 112 115 1.403 17.661 3 5.887 4.197 0.007
Female consumer behavior for organized apparel retail store Courteous staff Between Groups Within Groups Total Referance Between Groups Within Groups Total Table: 8.1.1 136.736 156.69 112 115 1.221 19.954 3 6.651 5.448 0.002 129.803 134.784 112 115 1.159 4.981 3 1.66 1.433 0.237
ANOVA for Psychological Attributes of Education perception
Interpretation: Calculated Value of F statistics is 1.457 and probability value for testing our hypothesis is 0.230 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding layout as preference of a retail apparel store over other. Calculated Value of F statistics is 0.068 and probability value for testing our hypothesis is 0.977 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding architecture of the store as preference of a retail apparel store over other. Calculated Value of F statistics is 4.195 and probability value for testing our hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Education wise perceptual difference regarding symbols as preference of a retail apparel store over other. Calculated Value of F statistics is 6.268 and probability value for testing our hypothesis is 0.001 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Education wise perceptual difference regarding colours as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store Calculated Value of F statistics is 4.897 and probability value for testing our hypothesis is 0.003 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Education wise perceptual difference regarding advertising as preference of a retail apparel store over other. Calculated Value of F statistics is 0.686 and probability value for testing our hypothesis is 0.562 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.849 and probability value for testing our hypothesis is 0.470 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding display as preference of a retail apparel store over other. Calculated Value of F statistics is 1.507 and probability value for testing our hypothesis is 0.217 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Education wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. Calculated Value of F statistics is 1.433 and probability value for testing our hypothesis is 0.237 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Education wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. Calculated Value of F statistics is 5.448 and probability value for testing our hypothesis is 0.002 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Education wise perceptual difference regarding references as preference of a retail apparel store over other
8.3 ANOVA for Occupation 8.3.1 Functional attributes

Sum of Squares Price range (Functional attributes) Between Groups Within Groups Total Location Between Groups Within Groups Total Design availability Between Groups Within Groups Total Credit facilities Between Groups Within Groups Total Range of apparel Between Groups Within Groups Total 130.262 140.991 111 115 1.174 10.729 4 2.682 2.286 0.065 176.232 184.241 111 115 1.588 8.009 4 2.002 1.261 0.29 125.712 132.302 111 115 1.133 6.59 4 1.648 1.455 0.221 144.487 147.198 111 115 1.302 2.711 4 0.678 0.521 0.721 169.234 173.957 111 115 1.525 4.723 4 1.181 0.774 0.544 df Mean Square F Sig.
Female consumer behavior for organized apparel retail store Type of apparel Between Groups Within Groups Total Store name Between Groups Within Groups Total Store size Between Groups Within Groups Total Availability of latest trend in apparel Between Groups Within Groups Total Offers and discounts Between Groups Within Groups Total Service of the staff Between Groups Within Groups Total 94.593 102.716 111 115 0.852 8.122 4 2.031 2.383 0.056 173.346 174.991 111 115 1.562 1.645 4 0.411 0.263 0.901 139.338 147.448 111 115 1.255 8.11 4 2.028 1.615 0.175 158.109 169.31 111 115 1.424 11.202 4 2.8 1.966 0.105 152.323 153.198 111 115 1.372 0.875 4 0.219 0.159 0.958 139.435 141.198 111 115 1.256 1.764 4 0.441 0.351 0.843
Female consumer behavior for organized apparel retail store After sales service Between Groups Within Groups Total loyalty programme Between Groups Within Groups Total Parking space (Amenities) Between Groups Within Groups Total Previous intraction with outlet Between Groups Within Groups Total Knowlege of the staff Between Groups Within Groups Total Table: 8.3.1 134.122 141.31 111 115 1.208 7.189 4 1.797 1.487 0.211 145.33 156.448 111 115 1.309 11.118 4 2.78 2.123 0.083 134.945 143.543 111 115 1.216 8.598 4 2.15 1.768 0.14 149.716 158.716 111 115 1.349 8.999 4 2.25 1.668 0.162 107.962 120.509 111 115 0.973 12.547 4 3.137 3.225 0.015
ANOVA for Functional Attributes of occupation perception
Female consumer behavior for organized apparel retail store Interpretation: Calculated Value of F statistics is 0.774 and probability value for testing our hypothesis is 0.544 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding price range as preference of a retail apparel store over other. Calculated Value of F statistics is 0.521 and probability value for testing our hypothesis is 0.721 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding location as preference of a retail apparel store over other. Calculated Value of F statistics is 1.455 and probability value for testing our hypothesis is 0.221 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding design availability as preference of a retail apparel store over other. Calculated Value of F statistics is 1.261 and probability value for testing our hypothesis is 0.290 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding credit facility as preference of a retail apparel store over other. Calculated Value of F statistics is 2.286 and probability value for testing our hypothesis is 0.065 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding range of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.351 and probability value for testing our hypothesis is 0.843 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding type of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.159 and probability value for testing our hypothesis is 0.958 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding store name as preference of a retail apparel store over other. Calculated Value of F statistics is 1.966 and probability value for testing our hypothesis is 0.105 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no Occupation wise perceptual difference regarding store size as preference of a retail apparel store over other. Calculated Value of F statistics is 1.615 and probability value for testing our hypothesis is 0.175 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding availability of latest trend in apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.263 and probability value for testing our hypothesis is 0.901 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. Calculated Value of F statistics is 2.383 and probability value for testing our hypothesis is 0.056 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. Calculated Value of F statistics is 3.225 and probability value for testing our hypothesis is 0.015 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Occupation wise perceptual difference regarding after sales service as preference of a retail apparel store over other. Calculated Value of F statistics is 1.668 and probability value for testing our hypothesis is 0.162 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding loyalty programme as preference of a retail apparel store over other. Calculated Value of F statistics is 1.768 and probability value for testing our hypothesis is 0.140 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other. Calculated Value of F statistics is 2.123 and probability value for testing our hypothesis is 0.083 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding
Female consumer behavior for organized apparel retail store previous interaction with the outlet as preference of a retail apparel store over other. Calculated Value of F statistics is 1.487 and probability value for testing our hypothesis is 0.211 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding knowledge of the staff as preference of a retail apparel store over other.

Sum of Squares Layout(Psychological attributes) Between Groups Within Groups Total Architecture of the store Between Groups Within Groups Total Symbols Between Groups Within Groups Total Colours Between Groups Within Groups Total 176.419 202.44 111 115 1.589 26.02 4 6.505 4.093 0.004 139.184 174.759 111 115 1.254 35.574 4 8.894 7.093 0 102.249 113.138 111 115 0.921 10.889 4 2.722 2.955 0.023 99.676 104.922 111 115 0.898 5.246 4 1.312 1.461 0.219 df Mean Square F Sig.
Female consumer behavior for organized apparel retail store Advertising Between Groups Within Groups Total Store sales personnel Between Groups Within Groups Total Display Between Groups Within Groups Total Point of sales material Between Groups Within Groups Total Courteous staff Between Groups Within Groups Total Referance Between Groups Within Groups Total Table: 8.3.2
DBMSPCE,VISNAGAR
32.774
8.194
7.901
115.114 147.888
111 115
1.037
2.804
0.701
0.719
0.581
108.23 111.034
111 115
0.975
6.993
1.748
1.642
0.169
118.18 125.172
111 115
1.065
4.569
1.142
1.022
0.399
124.12 128.69
111 115
1.118
10.397
2.599
2.32
0.061
124.387 134.784
111 115
1.121
9.686
2.422
1.828
0.128
147.003 156.69
111 115
1.324
ANOVA for Psychological Attributes of occupation perception

138
Interpretation: Calculated Value of F statistics is 1.461 and probability value for testing our hypothesis is 0.219 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding layout as preference of a retail apparel store over other. Calculated Value of F statistics is 2.955 and probability value for testing our hypothesis is 0.023 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Occupation wise perceptual difference regarding architecture of the store as preference of a retail apparel store over other. Calculated Value of F statistics is 7.093 and probability value for testing our hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Occupation wise perceptual difference regarding symbols as preference of a retail apparel store over other. Calculated Value of F statistics is 4.093 and probability value for testing our hypothesis is 0.004 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Occupation wise perceptual difference regarding colours as preference of a retail apparel store over other. Calculated Value of F statistics is 7.901 and probability value for testing our hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Occupation wise perceptual difference regarding advertising as preference of a retail apparel store over other. Calculated Value of F statistics is 0.719 and probability value for testing our hypothesis is 0.581 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. Calculated Value of F statistics is 1.642 and probability value for testing our hypothesis is 0.169 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding display as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store Calculated Value of F statistics is 1.022 and probability value for testing our hypothesis is 0.399 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. Calculated Value of F statistics is 2.320 and probability value for testing our hypothesis is 0.061 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. Calculated Value of F statistics is 1.808 and probability value for testing our hypothesis is 0.128 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Occupation wise perceptual difference regarding references as preference of a retail apparel store over other.
8.4
ANOVA for Family monthly Income
8.4.1 Functional attributes

Sum of Squares Price range (Functional attributes) Between Groups Within Groups Total Location Between Groups Within Groups Total Design availability Between Groups 3.452 4 0.863 0.743 0.564
5.938
1.485
0.981
0.421
168.019 173.957
111 115
1.514
3.88
0.97
0.751
0.559
143.319 147.198
111 115
1.291
Female consumer behavior for organized apparel retail store Within Groups Total Credit facilities Between Groups Within Groups Total Range of apparel Between Groups Within Groups Total Type of apparel Between Groups Within Groups Total Store name Between Groups Within Groups Total Store size Between Groups Within Groups Total Availability of latest Between Groups 3.068 4 0.767 0.59 0.671 161.498 169.31 111 115 1.455 7.813 4 1.953 1.342 0.259 149.581 153.198 111 115 1.348 3.617 4 0.904 0.671 0.613 135.127 141.198 111 115 1.217 6.072 4 1.518 1.247 0.295 140.303 140.991 111 115 1.264 0.689 4 0.172 0.136 0.969 164.668 184.241 111 115 1.483 19.573 4 4.893 3.299 0.014 128.85 132.302 111 115 1.161
Female consumer behavior for organized apparel retail store trend in apparel Within Groups Total Offers and discounts Between Groups Within Groups Total Service of the staff Between Groups Within Groups Total After sales service Between Groups Within Groups Total loyalty programme Between Groups Within Groups Total Parking space (Amenities) Between Groups Within Groups Total Previous intraction Between Groups 5.944 4 1.486 1.096 0.362 141.418 143.543 111 115 1.274 2.125 4 0.531 0.417 0.796 150.283 158.716 111 115 1.354 8.432 4 2.108 1.557 0.191 109.259 120.509 111 115 0.984 11.25 4 2.812 2.857 0.027 97.991 102.716 111 115 0.883 4.724 4 1.181 1.338 0.26 167.115 174.991 111 115 1.506 7.876 4 1.969 1.308 0.272 144.38 147.448 111 115 1.301
Female consumer behavior for organized apparel retail store with outlet Within Groups Total Knowlege of the staff Between Groups Within Groups Total Table: 8.4.1 Interpretation: 134.109 141.31 111 115 1.208 7.201 4 1.8 1.49 0.21 150.504 156.448 111 115 1.356
ANOVA for Functional Attributes of family monthly income perception
Calculated Value of F statistics is 0.981 and probability value for testing our hypothesis is 0.421 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding price range as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.751 and probability value for testing our hypothesis is 0.559 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding location as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.743 and probability value for testing our hypothesis is 0.564 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding design availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 3.299 and probability value for testing our hypothesis is 0.014 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Income wise perceptual difference regarding credit facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.136 and probability value for testing our hypothesis is 0.969 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no Income wise perceptual difference regarding range of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 1.247 and probability value for testing our hypothesis is 0.295 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding type of apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.671 and probability value for testing our hypothesis is 0.613 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding store name as preference of a retail apparel store over other. Calculated Value of F statistics is 1.342 and probability value for testing our hypothesis is 0.259 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding store size as preference of a retail apparel store over other. Calculated Value of F statistics is 0.590 and probability value for testing our hypothesis is 0.671 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding availability of latest trend in apparel as preference of a retail apparel store over other. Calculated Value of F statistics is 1.308 and probability value for testing our hypothesis is 0.272 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding offers and discounts as preference of a retail apparel store over other. Calculated Value of F statistics is 1.338 and probability value for testing our hypothesis is 0.260 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding service of the staff as preference of a retail apparel store over other. Calculated Value of F statistics is 2.857 and probability value for testing our hypothesis is 0.027 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Income wise perceptual difference regarding after sales service as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.557 and probability value for testing our hypothesis is 0.191 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding loyalty programme as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.417 and probability value for testing our hypothesis is 0.796 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding parking space availability (amenities) as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.096 and probability value for testing our hypothesis is 0.362 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding previous interaction with the outlet as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.490 and probability value for testing our hypothesis is 0.210 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding knowledge of the staff as preference of a retail apparel store over other.

Sum of Squares Layout(Psychological attributes) Between Groups Within Groups Total Architecture of the store Between Groups Within Groups Total Symbols Between Groups Within Groups Total Colours Between Groups Within Groups Total Advertising Between Groups Within Groups Total Store sales personnel Between Groups 0.363 4 0.091 0.091 0.985
1.941
0.485
0.523
0.719
102.982 104.922
111 115
0.928
3.583
0.896
0.908
0.462
109.555 113.138
111 115
0.987
8.916
2.229
1.492
0.209
165.842 174.759
111 115
1.494
4.628
1.157
0.649
0.629
197.811 202.44
111 115
1.782
6.222
1.555
1.219
0.307
141.666 147.888
111 115
1.276
Female consumer behavior for organized apparel retail store Within Groups Total Display Between Groups Within Groups Total Point of sales material Between Groups Within Groups Total Courteous staff Between Groups Within Groups Total Referance Between Groups Within Groups Total Table: 8.1.1 148.615 156.69 111 115 1.339 8.074 4 2.019 1.508 0.205 125.89 134.784 111 115 1.134 8.894 4 2.224 1.961 0.105 125.285 128.69 111 115 1.129 3.405 4 0.851 0.754 0.557 123.075 125.172 111 115 1.109 2.097 4 0.524 0.473 0.756 110.672 111.034 111 115 0.997
ANOVA for Psychological Attributes of family monthly income perception
Female consumer behavior for organized apparel retail store Interpretation: Calculated Value of F statistics is 0.523 and probability value for testing our hypothesis is 0.719 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding layout as preference of a retail apparel store over other. Calculated Value of F statistics is 0.908 and probability value for testing our hypothesis is 0.462 because this value is less than 0.05. Our null hypothesis is rejected. Means there is Income wise perceptual difference regarding architecture of the store as preference of a retail apparel store over other. Calculated Value of F statistics is 1.492 and probability value for testing our hypothesis is 0.209 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding symbols as preference of a retail apparel store over other. Calculated Value of F statistics is 0.649 and probability value for testing our hypothesis is 0.629 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding colours as preference of a retail apparel store over other. Calculated Value of F statistics is 1.219 and probability value for testing our hypothesis is 0.307 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding advertising as preference of a retail apparel store over other. Calculated Value of F statistics is 0.091 and probability value for testing our hypothesis is 0.985 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding store sales personnel as preference of a retail apparel store over other. Calculated Value of F statistics is 0.473 and probability value for testing our hypothesis is 0.756 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding display as preference of a retail apparel store over other. Calculated Value of F statistics is 0.754 and probability value for testing our hypothesis is 0.557 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store accepted. Means there is no Income wise perceptual difference regarding points of sale material as preference of a retail apparel store over other. Calculated Value of F statistics is 1.961 and probability value for testing our hypothesis is 0.105 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding courteous staff as preference of a retail apparel store over other. Calculated Value of F statistics is 1.508 and probability value for testing our hypothesis is 0.205 because this value is higher than 0.05. Our null hypothesis is accepted. Means there is no Income wise perceptual difference regarding references as preference of a retail apparel store over other.
Findings
Most of the respondents (72.4 %) are wearing both type of apparel i.e. traditional and modern. 61. 9 % respondents are visiting store once a month. Mostly all respondents are like to go for shopping with friends or with family members. 52 % of the respondent spending around 2 hours time on every visit of the store. Mostly all respondent are spending more than 2500 RS. On apparel per year. Only 10 respondents (7.5 %) were spending less than 2500 Rs. The ratio of buying branded apparels in respondent from diploma and school are lower compare to respondents from PG and graduate. Mostly all professional are buying the apparel from branded outlets. 103 respondents (76.87 %) are more concern with quality of the apparel. So we can say that quality is the major factor influencing the buying decision of apparel. Availability of latest trend in Apparel and Design availability are the most important functional attributes for preference of retail Apparel store because the mean 3.9310 & 3.9224 is higher compare to mean of other functional attributes. In psychological attribute the most important attribute for preference of retail store is display of apparel. According to our research there is no age wise perceptual difference regarding all functional and Psychological attribute as preference of retail outlet. There is education wise perceptual difference regarding price range as preference of a retail apparel store. Occupation wise perceptual difference regarding after sales service as preference of retail apparel. There is Income wise perceptual difference regarding credit facility as preference of a retail apparel store over other. Education wise perceptual difference regarding references as preference of a retail apparel store over other.
Conclusion
Females are always very conscious about selecting apparels. Female purchase behavior is varying according to their life style and culture. Functional and psychological both attributes are affects on selection of apparel from organized apparel retail store. In psychological attributes the most important attribute is preference of retail store is display of apparel. One interesting object we find in our research is mostly all professional are buying the apparel from branded outlets. An investigation in the female consumer behavior for organized apparel store indeed help in enhancing the overall experience of shopping and apparel products in the store. Female consumer evaluation of apparels is effects on environmental psychology, retailing and consumer behavior. It can be an interesting to analyze the attractive female consumer behavior on a particular organized retail store on the perceived quality for the future research.
Bibliography
Books:1. Berman & Evans; Retailing Management; A strategic Approach, PHI 2. Philip Kotler, Keller, Koshy & Jha, Marketing Management, A south Indian Perspective. 3. Naresh Malhotra, Marketing Research, third edition, Pearson Education 4. Swapna Prathan,Retail management,third edition,The MacGraw-Hill companies
Articles: Paul Richardson, Arun K. Jain and Alan Dick, Journal of product & brand management VOL. 5 No. 1 1996 pp. 19-28 at MCB university press,1061-0421. Pavleen Kaur and Raghbir Singh, Guru Nanak Dev University, young consumers VOL 8 No. 2 2007, pp. 128-138, at Emerald Group Publishing Limited, ISSN 1747-3616. Begona Alvarez and Rodolfo Vazquez Casielles, department of business administration, University of Oviedo, Oviedo, Spain, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 1, 2008 pp. 23-43, at Emerald Group Publishing Limited,1355-5855. Susana Garrido Azevedo, Madalena Pereira, Joao Ferreira, Vilma Pedroso, University of Beira Interior, MRPA (Munich Personal RePEc Archive),MPRA Paper No. 11908 posted 03. December 2008 / 13:35.
Preeta H. Vyas, IIMA, W.P. No.2007-11-02, November 2007,Research and publication, pp. 1-13.
ANNEXURE
QUESTIONNAIRE
Q1: Which type of apparel do you use? Traditional Modern Both
Q2: With whom do you like to go for shopping?
Alone With Family With Friends
Q3: How frequently do you visit stores? Once a week More than once a week Once a month
Once a year
Q4. On every visit how much time do you spend in a store? 1 hr. 2 hrs 3 hrs 4 hrs & above
Q5: How frequently do you go for buying apparel in a year?
Less than 3 times 3-5 times More than 5 times
Q6: What is your expenditure on apparel per year?
Less than Rs 2500 Rs 2501- 5000 Rs 5001-7500 More than Rs 7500
Q7: Do you purchase branded apparels?
Yes No
Q8: According to you, what are the reasons for buying branded garments? Price Easy availability Quality Status symbol Comfortable Brand image Durability Value for money
Q.9 where do you buy your apparels from?
Branded Apparel Outlet Any other Outlet
If you buy from branded apparel outlet then go to Q.10 otherwise go to respondent profile Q.10 If you purchase from branded apparel outlet then from which Branded Apparel Outlet do you visit? Levis Westside Spykar Globus Pepe Jeans Lee Pantaloons Oyo Hara DJ & C Zola Other__________
Q.11 Please rate the following functional attributes of your preference of a retail apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5 being the highest preferable attributes which attracts you towards the store. )
Attributes Price range Location Design availability Credit facility
Female consumer behavior for organized apparel retail store Range of Apparel Type of apparel Store name Store size Availability of latest trends in Apparels Offers and Discounts Service of the staff After Sales Service Loyalty programme Parking Space Availability(Amenities) Previous interaction with the outlet Knowledge of the staff
Q.12 Please rate the following Psychological attributes of your preference of a retail apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5 being the highest preferable attributes which attracts you towards the store.)
Attributes Layout Architecture of the store Symbols Colours Advertising Store sales personnel Display Points of sale material
Female consumer behavior for organized apparel retail store Courteous staff References
Respondents Detail:
Name: ________________________________________________________________________
Age: Below 25 36-45 Above 55 Educational Qualification: 25-35 46-55
PG Graduate Diploma Schooling Illiterate
Occupation:
Housewife Professional Student Business Government employee
Family Monthly Income:
Up to 15,000 15,001- 30,000 30,001- 50,000 Above 50,000

Female consumer behavior at apparel stores

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Female consumer behavior for organized apparel retail store

A COMPREHENSIVE PROJECT (SUBJECT CODE: 840001) ON

STUDY OF FEMALE CONSUMER BEHAVIOR FOR ORGANIZED RETAIL APPAREL STORE

SUBMITTED TO: GUJARAT TECHNOLOGICAL UNIVERSITY

(IN PARTIAL FULFILLMENT OF REQUIREMENT OF COMPREHENSIVE PROJECT - 840001)

BHAGVAN KARNAVAT (097520592016) DHARA PATEL (097520592038)

Female consumer behavior for organized apparel retail store

DHARA PATEL KARNAVAT BHAGVAN

Female consumer behavior for organized apparel retail store

DHARA PATEL KARNAVAT BHAGVAN

Female consumer behavior for organized apparel retail store

Female consumer behavior for organized apparel retail store

CHAPTER-1 INTRODUCTION TO RETAIL INDUSTRY

Female consumer behavior for organized apparel retail store

1.2 Different Segments in Retail Industry

1.3 Retail Formats in India

1.4 Policy and Regulatory Environment

1.5 Reasons behind retail growth:

1.6 Several challenges:

1.7 Major expansion plans in retail sector:

Female consumer behavior for organized apparel retail store

CHAPTER 2 INDIAN APPAREL RETAIL INDUSTRY

Female consumer behavior for organized apparel retail store

2.1.8 Cash & Carry (Wholesale Trade)

2.1.9 Joint Venture

Can also set up franchised outlets for brands

2.2 Various distribution channels in Apparel Industry

Female consumer behavior for organized apparel retail store

Female consumer behavior for organized apparel retail store

2.4 The female consumer in clothing retail

Clothing Sales assistant: Approach Consumer Behaviour Characteristics Appearance

Perception of clothing sales assistant

Expectations of clothing sales assistant

Retailer gaining purchases

No influence on purchasing behavior

Retailer losing purchases

Female consumer behavior for organized apparel retail store

2.5 Buying decision making process

Post purchase Behavior

Awareness Set Pepe Jeans Levis Lee DJ & C Westside Pantaloons

Consideration Set Pepe Jeans Levis Lee DJ & C

Choice Set Pepe Jeans Levis Lee

Decision Pepe Jeans

Successive Sets Involved in Consumer decision making

2.6 Retail Mix (6ps)

Female consumer behavior for organized apparel retail store

Chapter 3 Consumer Buying Behaviour in Apparel Industry

Female consumer behavior for organized apparel retail store

3.2 Importance of Consumer Buying Behavior

3.3 Consumer Buying Behavior in Apparel Industry

Cloth Quality Range of aparels Colour Price

Other parameters external parameters could be studied are

Female consumer behavior for organized apparel retail store

Female consumer behavior for organized apparel retail store

Female consumer behavior for organized apparel retail store

CHAPTER 4 LITRATURE REVIEW

Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead

: Preeta H. Vyas, IIM A : W.P.No. 2007-11-02, November 2007.

Indian Retailing: Shift from Pyramid to Diamonds

Female consumer behavior for organized apparel retail store

The effect of perception on Indian urban female consumer buying behavior

Publication: Monash Business Review Volume 4 Issue 1 April 2008